Ford Hosts Online Lifestyle Magazine, Quadruples Online Ad Budget
According to the Sydney Morning Herald, Ford is creating an online magazine for Australian audiences as it quadruples its online advertising budget. The magazine, called “Escape” after its compact SUV, is considered to be a “lifestyle” publication with branded content offering everything from cooking tips to suggested day trips. The site was created by ninemsn and targets young, busy families who may be some years off from purchasing a car.
Rebecca Martin, general marketing manager for Ford Australia, described the initiative as “subliminal branding.” “It has been interesting as one of the challenges to us as marketers, to step away from something that is overtly branding your product,” she said. “This has been a new direction in our marketing which is about trying to be there with content when people want it, to make sure we are available when they want to hear from us.”
As the auto industry continues to be one of the biggest advertising categories online, Ford will be devoting eight percent of its $55 million advertising budget to the interactive space.
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