Ford Motor Co. (NYSE: F) has announced in a press release that it will return as the exclusive sponsor for the 2010 Essence Music Festival being held this July Fourth weekend in New Orleans According to the statement, “Ford will be involved with the festival in an organic way that enables people to learn more about Ford’s newest products in a fun and meaningful atmosphere”
Janet Jackson, Alicia Keys and Mary J. Blige will be the headline acts of the festival, which is promoted as the largest African American music and culture event in the United States with a predicted 250,000 attendees.
Ford commented in a statement on its sponsorship, “As a proud partner of the festival, Ford has created unique programs for the city of New Orleans and festival attendees, including the chance to win the keys to an all-new 2011 Ford Edge, a scholarship contest exclusive to New Orleans students displaced by Hurricane Katrina, and the chance to take a drive behind the wheel of some of the newest products from both Ford and Lincoln like the 2011 Ford Edge, which features MyFord Touch technology.”
Ford’s Multicultural Marketing Manager Shawn Lollie said that the Essence Music Festival partnership is a strong opportunity for Ford when it comes to awareness of its products in the African American market, especially women. “We’ve found that the Essence festival is an excellent opportunity to interact with thousands of individuals from across the country who are opinion leaders and trend-setters. Our interactive and experiential displays will enable these opinion leaders to get close to our products and brand to experience the amazing technology,” said Lollie.
