Ford has signed up as presenting sponsor of Meredith’s ‘Siempre Mujer Music Festival,’ an all-day experiential event that will take place June 16 in Charleston, South Carolina, the company confirmed.
The event, which will take place at the Meredith-owned Family Circle Tennis Center, will attract Hispanic families under one roof and offer them the opportunity to engage in educational and entertainment activities. The details are still sketchy, but another company, Garnier, has confirmed sponsorship.
Ford’s support of Siempre Mujer comes on the heels of the company’s decision to drop its sponsorship of AOL Latino’s Tu Voz en tu Vida, a women-oriented web site that produced fresh content everyday in the areas of health, finance, career and food.
“[Tu Voz en tu Vida] was a great program; we just got to the point where we wanted to generate new ideas and shift our budget to being closer to our market,” says David Rodriguez, Ford’s multicultural marketing manager. Ford’s participation in the event is expected to include test drive and other promotional activities surrounding the company’s family cars.
On the online territory, Ford continues to engage U.S. Hispanics on social media. Ford in March 1st launched the third phase of its Ford Fiesta social media promotion, encouraging its over 32,000 fans on Facebook to say: ¿Qué harías por un Fiesta? (What Would you do for a Ford Fiesta?).
“We are asking fans to what great length they would go for a Ford Fiesta,” explains Rodríguez, about the campaign, which will culminate with a voting party in which users will vote for the best posting. As it has been the case before, the new promotion caters to a young, bilingual crowd; a group of U.S. Hispanics that move comfortable between English, Spanish and even Spanglish.