JWT Extends Ford Motor Sports

CD-ROM Ties Dealers to National Program
DETROIT–J. Walter Thompson is helping Ford Motor Co.’s Ford division dealers to leverage the automaker’s involvement in racing in their local market advertising.
The agency has put together a Ford Racing Interactive Advertising Planner, available via a CD-ROM or the dealer’s private Web site. The CD-ROM was mailed last week to the division’s top 1,000 dealers nationwide by sales volume, said Gary Belgrave, JWT global management director, Ford Racing.
The planner contains materials dealers can use to create 87 different print ads using dozens of different layouts and headlines and more than 200 high-resolution images of race cars, drivers, logos and clip art. Dealers will likely incorporate the images in ads that will begin running in February, when the racing season commences, Belgrave said.
The debut of the Ford Taurus NASCAR race car this year increased consumer interest and dealer showroom traffic. While Ford has always used racing imagery in its ads on a national level, the JWT ad planner will help dealers bring the program to local marketing efforts, Belgrave said.
“[Ford is] trying to do more and more with racing on a global basis,” Belgrave said. “The way that motor sports works best is when it comes right down to the dealer and consumer level. We’re giving a lot more tools to the dealers and speeding up the process so they can take advantage on a local level of what Ford is doing at the corporate level.”
JWT will be able to transmit updates to the planner via the Internet, Belgrave said.

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