A Multimedia Escort JWT Combines CD-ROM and Internet To Attract Young Buyers to New Ford Coupe

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.



By Tanya Gazdik





DETROIT–Ford Motor Co. is emphasizing interactive marketing in its campaign for the all-new Ford Escort ZX2 sports coupe in an effort to differentiate the model as more youthful and hip than the core Escort line.





A CD-ROM direct mail component and Internet advertising will be emphasized since the vehicle’s young target buyers gather much of their information from nontraditional sources such as the World Wide Web, said Brian Miller, Escort brand manager at Ford Motor Co.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in