Ford, Discovery Channel tackle Mount Everest. (Marketing & Advertising).(Ford sponsors team of five women climbers)(Brief Article)
Multichannel News, June, 2002 by Forkan, Jim
Ford Motor Co. and Discovery Channel have partnered on Expedition on Everest", which has tracked a Ford-sponsored team of five women climbers as they ascended Mount Everest on the companies' Web sites -- and may yield a network TV special. The deal, which makes Ford the presenting sponsor and co-owner of the coverage, is the latest extension of its continuing "No Boundaries" ad campaign, crafted by the carmaker's agency, J.
Walter Thompson Co. To support the introduction of its lavish 2003 Expedition sport-utility vehicle, Ford began sponsoring daily climb updates on Discovery.com and linking to its own site. Each installment -- which has charted the climbers' progress since April -- is headlined, "In Partnership with No Boundaries/Ford." Both...
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