Ford plans 2-year Focus 'intro'

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Ford Division of Ford Motor Co. announced it will back the September launch of its Focus with a traditional ad blitz, via J. Walter Thompson USA, Detroit, in late August, and follow that with special events and promotions spread over two years, Automotive News reports today. Ford Division President Jim O'Connor, speaking to journalists gathered at a resort here last week, said, "We don't expect to create aspiration for this vehicle with just a TV ad." To create a buzz about the car, 120 young influentials in five key markets will each be given a Focus to drive for six months.

Copyright August 1999, Crain Communications Inc.

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