Ford unveils new 2010 Ford Fusion on Sabado Gigante.

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.”