Company: New England Ford Dealers

Program Types: Consumer

Program Details: The month-long "Ford Family Days" promotion was developed to build consumer awareness of the Ford Windstar and other family-oriented models. The "Project KidCare" tie-in increased traffic for the final day of the promotion. To create excitement, especially among football fans, and draw attention to "Project KidCare," a sweepstakes drawing was held on the final day. The grand prize was a trip to see the New England Patriots play the Dallas Cowboys; winners flew to Dallas aboard the Patriots' team plane. Ford assumed the cost of photographing and registering the children. Each dealership received Polaroid cameras, film, KidCare ID badges, photo backdrops, and an event guide. Dealers also received a life-size cardboard figure of Drew Bledsoe, the New England Patriots' quarterback, along with materials for the sweepstakes. Fulfillment was handled by All Star Premium Products. For two weeks prior to the event, the program was promoted in print ads and TV commercials featuring Bledsoe. Some 200 New England Ford dealers decorated their showrooms with balloons and posters promoting the event.

Objective: "Project KidCare," a community service event focusing on children's safety issues, helped New England Ford dealers reach families during its "Ford Family Days" promotion. Ford dealers teamed up with Polaroid and the National Center for Missing and Exploited Children to register more than 40,000 children in the agency's data bank.

Supplier: W.B. Doner & Company, Representative: All Star Premium Products

Sponsor Assocication: IMA

Results: Sales of Ford dealers increased during Family Days, and more than 40,000 children were photographed and registered during the one-day event.

Award Type: Circle of Excellence

Award Date: 2003