The e-zine is meant to promote the Fiesta in urban markets, blending the attributes and key features of the car with the interests of consumers. Inspired by Color, which can be viewed at fordurban.com, will be accompanied to promote the Fiesta by a TV spot that will air on BET and radio, as well as print and a digital ads.
"Our goal was to create a unique program that truly embodied the spirit of the Fiesta," said Shawn Lollie, Ford Multicultural Marketing manager. "The Fiesta has an expressive, vibrant design and we wanted to tap into those style attributes in a way that was relevant to our target audience while engaging them using platforms that are very much a part of their everyday lives."
According to Ford, the main goal of the ad campaign is to reach out to the African American community. The decision has been made after a study showed that one of the largest consumer groups in the small car segment are African Americans.
To be featured in the e-zine, Ford selected five finalists from the 150 people which turned out for a casting at Howard University in Washington.
As for the 30-second television ad, Ford promises it will be something not often seen. The ad has been created using a user-generated experience, with all of the aforementioned winners of the casting to appear in the spot.
The 2011 Fiesta goes on sale this summer in the US, with the carmaker hoping it will have the same impact as it did in Europe, where it has been the best selling model in its class for months now.
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