TITLE

Car manager focuses on young trendsetters

AUTHOR(S)
Halliday, Jean
PUB. DATE
February 2000
SOURCE
Advertising Age;2/7/2000, Vol. 71 Issue 6, ps4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the marketing strategy applied by brand manager Julie Roehm in automobile company Ford Motor Co. to promote the Focus car. Her challenge was to seed a new nameplate and to attract the children of the baby boomers. She developed a youth-targeted sponsorship and events to get the car in front of the target. Executive director Bruce Rooke says the most exciting aspect of Roehm are her optimistic energy and her fearlessness. Roehm has been working with Ford engineers for limited production versions of Focus. She is also studying the potential for a special edition or episodic launch to keep the car in the spotlight.
ACCESSION #
2753316

 

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