During this year’s M2W® “The Latina Goldmine” panel, Ford Motor Company’s Alba Contreras Rodriguez showed us that women are an important part of Ford’s multicultural initiatives—a fact that seems to be apparent in their latest urban marketing campaign for the all-new 2011 Ford Fiesta.  In this campaign, we find the Fiesta gracing the pages of a custom fashion e-zine that is designed to appeal to the interests of consumers—especially women.  “The team really looked at the target consumer and the activities they are engaged in within their daily lives when creating this publication,” said Shawn Lollie, multicultural marketing manager, Ford.  “We knew they were online and we also knew they were predominately female and very interested in fashion.  Inside the publication you really get to see how the Fiesta inspires and what sort of reactions the vehicle generates.”  The custom “Inspired by Color” fashion e-zine, which can be found at www.fordurban.com, was created to highlight the entire program while incorporating key features of the vehicle in a format that is highly interactive.

The “Inspired by Color” e-zine is part of a larger urban marketing campaign that includes a TV spot to air on BET as well as radio and print.