Ford Drives into New Orleans for Third as Exclusive Automotive Partner of 2011 Essence Music Festival
- Ford Motor Company is back for the third consecutive year as the exclusive automotive partner of the 2011 Essence Music Festival being held over the July 4 weekend in New Orleans
- Ford will be involved with the festival in both an organic and hands-on way that enables people to experience and learn more about the company’s newest products in a fun and meaningful atmosphere
- Ford’s continued partnership with Essence Communications allows the company to demonstrate its technologically advanced and fuel-efficient products to a diverse group of influencers and opinion leaders during the largest African American music and culture event in the U.S. that regularly attracts a quarter million attendees a year
DEARBORN, Mich., June 22, 2011 – Ford is set to return for the third consecutive year as the exclusive automotive partner of the 2011 Essence Music Festival being held this July 4 weekend in New Orleans. Kanye West and Mary J. Blige are slated to headline the festival, with main stage performances by Jill Scott, Chaka Khan and El Debarge. Touted as the largest African American music and culture event in the U.S., the Essence Music Festival attracts an estimated 250,000 participants, in addition to being a benchmark of New Orleans tourism.
As a proud and active partner of the festival, Ford has created special opportunities for the city of New Orleans and festival attendees, including the chance for one festival attendee to win the keys to an all-new 2012 Ford Focus, a vehicle that gets up to 40 mpg; an exclusive broadcast with The Steve Harvey Morning Show; and celebrity autographs at the Ford Motor Company booth inside the convention center each day.
Just as visitors to the 2010 Essence Music Festival had the chance to get behind the wheel of such vehicles as the 2011 Ford Edge, this year’s attendees will be able to test drive such vehicles as the 2011 Ford Explorer, North American Truck of the Year, and the all-new 2012 Ford Focus.
In addition to the opportunity to win the keys to the Ford Focus, Ford is also giving festival goers the chance to win cool prizes inside of the Ford booth and take part in an exclusive broadcast with SiriusXM live from the Ford main stage. As part of the continued partnership with SiriusXM, Essence Music Festival attendees can listen in on celebrity interviews and secure autographs from some of their favorite artists during the festival.
As Ford’s Multicultural Marketing Manager Shawn Lollie explains, the Essence Music Festival is a strong partnership that offers tremendous opportunity when it comes to awareness of Ford products within the African American market, particularly African American women.
“We’ve found that the Essence festival is an excellent opportunity to interact with thousands of individuals from across the country and to share the news on the latest and greatest in Ford’s vehicle portfolio, such as the 2011 Ford Explorer and our all-new 2012 Ford Focus,” said Lollie. “Our interactive and experiential displays will enable African Americans from across the country to get close to our products and brand to experience the amazing gas mileage, style, safety and technology.”
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 166,000 employees and about 70 plants worldwide, the company's automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.
About Essence Communications Inc.
Essence Communications Inc. (ECI) is the number one media and communications company dedicated to African-American women. With a multi-platform presence in publishing, live events, and online, the Essence brand is “Where Black Women Come First.” The company’s flagship publication, ESSENCE magazine, is the preeminent lifestyle magazine for African-American women; generating brand extensions such as the Essence Music Festival, ESSENCE Black Women in Hollywood, Window on Our Women (WOW I & II) and Smart Beauty I, II & III consumer insights, the Essence Book Club, Essence.com, and ventures in digital media (mobile, television and VOD). For 40 years, ESSENCE magazine, which has a brand reach of over 8 million, has been the leading source of cutting-edge information relating to every area of African-American women’s lives. Additional information about ECI and ESSENCE is available at www.essence.com.