FORD READIES PRINT CAMPAIGN FOR BLUE OVAL DEALERS

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(Aug. 6, 2001) -- Ford Motor Co.'s Ford Division breaks a national print push in September for its 3,600 Blue Oval Certified dealers.

The estimated $5 million magazine campaign, from WPP Group's J. Walter Thompson USA, Detroit, will run through year's end in titles that include Ladies Home Journal, Family Circle and Car & Driver.

The tagline is "Come on in." The ads feature two dealership staffers, each in separate executions. The copy touts the staffer's "unique brand of personal service every day."

Regional ads will showcase 40 other staffers in an advertorial. The Blue Oval ad effort started in the spring with national TV spots that are still airing. -- Jean Halliday

Copyright August 2001, Crain Communications Inc.

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