Ford, Microsoft, Prudential Hit the Road with Oprah in Bid for 'Growth'

Brandweek, June 5, 2000 by Jeff Green

Ford Motor will team with Microsoft and Prudential Securities to sponsor a four-city leg of Oprah Winfrey's Personal Growth Summits tour starting June19 in Detroit.

A key aspect of Ford Motor's message for its Windstar minivan and Taurus sedan has been about empowering women, so there was a natural synergy with the Oprah summits, said Jim Townsend, Windstar marketing manager.

The automaker launched the van with several women, dubbed the "Windstar Moms," who were key to the addition of family friendly design features. Ford also has stressed new adjustable pedals for making the vehicles more comfortable for women drivers.

About 5,000 women are expected to attend each of the 90-minute events that also will stop in Atlanta, Chicago and Los Angeles. The Dearborn, Mich., automaker will feature Taurus and Windstar vehicles, logo signage and will distribute Ford information in gift bags; vehicle raffles via local dealers are also likely to help the automaker gather leads.

Oprah's audience is heavily peppered with women aged 25-54, a key demo for Ford's models, Townsend said.

Ford already is a charter sponsor of Oprah's O, The Oprah Magazine, promising advertising for the first six issues of 2000, including April's inaugural edition.

"People who connect with Oprah connect with family values," said Townsend. "This is a relationship that has growth opportunities. We can show we walk the walk and related better to our consumers."

The program is part of Ford's ongoing pursuit of nontraditional marketing efforts with its print partners. The automaker shifted an estimated $100 million out of magazines in 1999 to leverage better print programs (Brandweek, Oct. 11). Hearst was a big loser in that shift.

For their part, Microsoft will send its "digital divas," Stacy Elliott, to each event to talk with women about "empowering ideas through technology." Prudential Securities, likewise, will talk up the benefits of financial products and will also offer a sweepstakes for either a Sony HDTV or spa stay.