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Ford Motor Co.’s Ford division will spend about $80 million this month to introduce a new campaign and the tagline, “Built to last.”
The effort doubles what Ford spent last year ($40 million, according to Competitive Media Reporting), said Gerry Donnelly, Ford division marketing communications manager.
The client has bought 175 30-second units in CBS’ Winter Olympics coverage, which began Feb. 6. The campaign also includes full-page ads in USA Today each day of the games, Donnelly said.
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