NEW YORK, NY, March 31, 2009 – Expanding on its more than nine year partnership with Ford Motor Company, Univision’s “Sabado Gigante” (Giant Saturday) will serve as the exclusive platform for the launch of the 2010 Ford Fusion to the Hispanic community on Saturday, April 4th. For the second consecutive time in the last six months Ford is leveraging its long-standing commitment with “Sabado Gigante” as the exclusive domestic automotive sponsor to launch a multi-faceted, all-new Hispanic marketing campaign for the new 2010 Ford Fusion, the most fuel-efficient mid-size sedan in America.
“Ford understands the Hispanic consumer, how to build a relationship with them and sell cars,” said David Lawenda, president of Advertising Sales & Marketing, Univision Communications Inc. “For the last eight years they have harnessed the power of “Sabado Gigante” to connect with Hispanics in a meaningful way. Univision is proud to play an integral role in Ford's Fusion launch.”
The multi-faceted marketing campaign for the 2010 Ford Fusion will be seamlessly integrated throughout “Sabado Gigante.” For the first time in the history of the show, legendary host Don Francisco will kick off the show by driving the new vehicle into the studio; tease in-program segments, and host a Ford Fusion game, where one lucky audience member will have the opportunity to win a new 2010 Ford Fusion.
“The trusted relationship with “Sabado Gigante” provides us with a unique and exciting platform to launch the 2010 Ford Fusion,” said Dave Rodriguez, Multicultural Marketing Manager with Ford. “And this time, we've raised the bar on integration and innovation, to take full advantage of the special connection that Don Francisco has with the Hispanic market.”
“The long-standing history between Ford and “Sabado Gigante” challenges all of us to develop a fresh approach for the viewers and clients, said Joe Zubi, chief operating officer, Zubi Advertising. “This launch is a perfect example where the flexibility of the show and the unique partnership between the two work seamlessly.”
With nearly five decades of entertaining families around the world and attracting millions of viewers across America, “Sabado Gigante” features three hours of non-stop fun, 52 weeks a year with no re-runs. Today, “Sabado Gigante” continues to be a ratings success. On an average week, the show reaches more than five million viewers. “Sabado Gigante” is a Saturday night tradition for Hispanic families across the country. Hosted by the inimitable Don Francisco (Mario Kreutzberger), “Sabado Gigante” airs every Saturday at 8:00 p.m. ET/PT (7 p.m. Central) on the Univision Television Network.
The 2010 Ford Fusion is the most fuel-efficient car of its class. The new Fusion will be available as a Hybrid and provide an unsurpassed 41miles per gallon in the city. It also offers smart, class-exclusive technology, such as Ford SYNC™, which allows you to voice-activate your cell phone, MP3 player and more. Additional options such as advanced Voice-Activated Navigation System and Sony® Audio System with 12 speakers and surround sound are available.
About Univision Communications, Inc.
Univision Communications Inc. is the premier Spanish-language media company in the United States. Its operations include Univision Network, the most-watched Spanish-language broadcast television network in the U.S. reaching 97% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 85% of U.S. Hispanic Households; Galavisión, the country’s leading Spanish-language cable network; Univision Television Group, which owns and operates 64 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 70 radio stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico; and Univision Interactive Media, which includes www.univision.com, the premier Spanish-language Internet destination in the U.S., and Univision Móvil, the industry’s most comprehensive Spanish-language suite of mobile offerings. Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisa’s pay television channels in the U.S. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit www.univision.net.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 213,000 employees and about 90 plants worldwide, the company’s wholly owned brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.
