Published on .

(April 10, 2001) -- Ford Motor Co.'s Ford Division kicks off an integrated ad and promotions effort Wednesday for a customer-satisfaction program. The estimated $8 million push is also tied to a children's safety program.

WPP Group's J. Walter Thompson USA, Detroit, created a TV spot, print ads, online banners and a public service announcement.

The documentary-style TV commercial for Ford's Blue Oval Certified dealers shows actual customer testimonials and interviews with dealership staffers. The buy on broadcast and cable networks gets a major push between 8 p.m. and 9 p.m. Wednesday.

Print arrives April 16 in weekly titles and in May issues of parenting, lifestyle, business and auto magazines.

The Dearborn, Mich., division has partnered with the National Center for Missing and Exploited Children to help promote children's safety. A special April 27 edition of Time Inc.'s Time for Kids contains a teachers' guide for participating kindergarten to third grade schools. Actress Jamie Lee Curtis stars in the 30-second PSA breaking in May. The company is also offering free safety identification kits for children at Ford dealerships starting May 25. -- Jean Halliday

Copyright April 2001, Crain Communications Inc.

Most Popular
In this article: