By: E&P Staff
La Vibra, the weekly Spanish-language newspaper supplement that ImpreMedia just rolled out nationally, will be a key Hispanic marketing vehicle for the launch of Ford Motor Company?s new Ford Edge vehicle.
The 36-week ad campaign also includes LaVibra.com, the recently launched Web site.
“The concept that ImpreMedia brought to us was completely on strategy,? Dave Rodriguez, Ford?s multicultural marketing manager, said in a statement. ?It aligned to priority geographic markets for the crossover segment where the Ford Edge will compete, it connected with our target customer passion points and was a cross-media platform, which is how our customer consumes media. … It was a totally unique package on many fronts.?
ImpreMedia describes La Vibra?s target audience as ?young Latinos who are passionate about music, movies, clubbing and the latest gossip? who are also ?technologically savvy and digitally inclined.?
For print, each week?s cover story inside the pages of La Vibra will be wrapped with a U-shaped ad for the Ford Edge.
ImpreMedia has also created a destination microsite featuring content on destinations reachable by car with local sections organized by major market including Los Angeles, New York, Chicago, San
Francisco, Orlando, and Tampa — all cities where ImpreMedia publishes a paper.
The microsite will be one point of entry for a sweepstakes ?Aventura Ford Edge? (the Ford Edge Adventure) that asks readers what kind of road trip they would take if they had a 2007 Ford Edge for a week. The promotion will be supported by half-page ads in each ImpreMedia newspaper, with entries taken by mail, text message, or the Internet. ?The winner will receive everything they may need to have a good time along with other friends or family members at the destination point that their entry form indicates,? ImpreMedia said in its announcement.
“The editorial environment we have created within La Vibra is the perfect match for the Ford Edge,? said Monica Lozano, publisher and CEO of the Los Angeles daily La Opini?n that created La Vibra.
In addition to its six papers, New York-based ImpreMedia publishes Vista Magazine, the bilingual magazine distributed in 34 newspapers in 23 U.S. markets.