DEARBORN, MI: Ford is investing in its most significant promotional activation at this week's Consumer Electronics Show. In its third year at the tradeshow, which has become more mainstream over the years, the company hopes to fortify its position in the technology space and build a foundation for sustainability messaging via its electric offerings, explained Ford technology communications manager Alan Hall.
Michelle Moody, cross vehicle marketing manager at Ford, added, “What we've seen and learned from last year is that CES is an incredible show for getting a wide variety of media coverage. As a result, this year we really tried to step up our game and give people better access to technology in the vehicle.”
This year, the automotive company bought a space four times the size of last year's space; it's displaying 20 vehicles around and near the show, and CEO Alan Mulally is slated as a keynote for the third year in a row.
The program mirrors an ongoing strategy to promote its technology offerings, especially its in-car Sync feature, amongst consumers “who may not work in the tech industry or are only somewhat interested in technology, as it relates to making their own personal life better.”
The team started reaching out to a broad media portfolio in early November with news about new technology features and its CES activation.
Promotional tactics include the development and promotion of original video and news content from the CES floor, as well as sponsorship of Ben Patterson's blog on Yahoo, among others.