Ford Motor Company and AOL Latino are expected Monday to launch a cobranded Spanish-language city guide hub to connect to U.S. Hispanics in 16 municipalities.
Financial terms of the deal weren’t disclosed.
The initiative, called “Hecho Para Lo Que Viene” (Built For The Road Ahead), is aimed at boosting Ford’s brand image among the growing demographic group. This is the second partnership between Ford and AOL aimed at the Hispanic audience. The two targeted Latino entrepreneurs with “Mi Negocio” in 2004. The companies didn’t reveal the URL for the new site, but it will be available for AOL users at keyword “Fin de semana.”
Ford vehicles will be showcased and integrated into lifestyle articles on the sites, which will cover goings-on in Miami, Chicago, Los Angeles, New York, Houston, and San Antonio, among other cities. Topics covered will include local restaurant, music, and cultural event reviews, which will be provided by AOL CityGuide. A special area called Sea Activo will cover local and regional community organizations, providing information about how users can get involved with charities.
The companies will run promotions throughout the year to encourage users to visit the site. Prizes will include concert tickets, CDs, DVDs, and gift certificates.
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