March 17, 2000
General Motors announced a partnership with "King of Mexican Music" Vicente Fernandez in an effort to raise money for the Hispanic Scholarship Fund (HSF). As title sponsor of Vicente Fernandez' 2000 Western U.S. concert tour, General Motors continues its ongoing support of HSF, with contributions nearing $1 million to date.
For every ticket sold to one of the GM dates, the Hispanic
Scholarship Fund will receive a contribution of 50 cents from
Vicente Fernandez. In addition, at select venues GM has created
an interactive program called the `Measure-Up Challenge' that
will allow concert-goers the opportunity to help raise even more
funds for HSF. With every concert-goer that takes part in the `Measure-Up Challenge' General Motors will donate $1 to the Hispanic Scholarship Fund.
Participants in the `Measure-Up Challenge' will not only be furthering a great cause, but will also be entered for a chance to win a one-of-a-kind, Vicente Fernandez Special Edition Silverado Truck.
"Together the Fernandez family and General Motors are driving education forward," said Patricia Roberts, manager of diversity marketing for GM's Western region. "This marks the first of many efforts that General Motors will undertake in the Western region this year in support of the Hispanic community, and furthering the educational careers of countless outstanding Hispanic American students."
To take part in the `Measure-Up Challenge,' concert-goers simply sign up at the GM booth and answer a few questions by walking around and viewing the various vehicles on display. All GM display signage and its on-site product specialists will be bilingual.
The Vicente Fernandez concert tour will kick off March 18th in Tucson, Ariz., with an additional 14 GM-supported dates throughout Arizona, California, Nevada and New Mexico. The dates and locations are:
Date City (State) Venue