September 17, 1999
DETROIT - Ford has just caught Ricky Martin fever, announcing that it will co-sponsor the upcoming "Livin' La Vida Loca Fall Tour '99" of the Puerto Rican-born superstar. The agreement includes an option for Martin's image to be featured in up to three live commercials for the all-new Ford Focus small car, which will be introduced in the U.S. this fall.
"Ricky Martin is unquestionably the number one singer worldwide today and we are proud to have a chance to connect our performance-oriented Ford Focus with one of the premier performers in the entertainment world," said Jim O'Connor, President of the Ford Division of Ford Motor Company. "The Ford Focus is targeted at the youth market and Ricky Martin is clearly singing their song."
Elements of the alliance include:
Ricky Martin or his tour image to be featured in up to three Ford Focus live commercials, one to be produced in Spanish as well as English.
Ford Focus to be the exclusive automotive sponsor of the Ricky Martin "Livin' La Vida Loca Fall Tour '99," which begins October 20 in Miami.
A select number of prime tickets for the Ricky Martin concerts to be available exclusively through Ford deal-erships in selected cities.
A national Ford Focus sweepstakes to select five winners who will meet Ricky Martin backstage at one of his concerts.
Martin To Be Featured in Focus Live TV Advertising Campaign
"Now it wouldn't be nearly as much fun if we told you exactly when, where or how Ricky will appear, would it?" said Jan Klug, Ford marketing communications manager, who oversees advertising for the largest automotive division in the world. "Our `Live TV' format for the Focus campaign gives us the ability to be unpredictable and respond to the excitement of the moment. You can't ask for much more excitement than Ricky Martin," added Klug.
The exclusive automotive sponsorship of the "Livin' La Vida Loca Fall Tour '99" allows Ford Focus to be an integral part of Martin's 24-city U.S. tour. Focus vehicles will be displayed at a majority of the concert venues.
Tickets for his fall originally scheduled 16-city tour sold out in 30 minutes, prompting the addition of eight more concerts. Scheduled stops include: Miami, Philadelphia, Detroit, Houston, San Diego, San Jose, Tampa, New York, Dallas, Las Vegas, Phoenix, Atlanta, Chicago, San Antonio, Los Angeles and Anaheim. In addition to Focus, other tour sponsors are Pepsi and Emporio Armani. The Ricky Martin/Ford relationships was packaged and secured by Entertainment Marketing Communications International (EMCI) of Stamford, Conn.
Ford dealers throughout the U.S. will have prime seat tickets for the additional tour stops, which are certain to sell out within minutes once locations are announced. The opportunity to win the Ricky Martin tickets will be tied to Focus test drives.
In addition, a national Ford Focus sweepstakes will award five fans an opportunity to meet Martin backstage and have their photo taken with the international superstar.
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