Stars of the Emmy-winning hit TV series "24" emerged from Ford Escape Hybrids and Mercury Mariner Hybrids and stepped onto the red carpet, as they arrived at last night's Emmy Awards in Hollywood. "24" took home the trophy for Best Drama Series.
Ford Motor Company's Global Brand Entertainment Division provided the transportation as part of a new initiative called "H2O" (Hybrid Hollywood Opportunity) to build awareness of the company's hybrid program.
"You'll be seeing Ford and Mercury hybrids at every major awards ceremony in Hollywood this season," said Myles Romero, director of Ford Global Brand Entertainment, which integrates the company's eight vehicle brands in television, cable, music videos and feature films around the world.
"This is a great low-cost way to let people know that Ford is a player in the hybrid business, and the H2O project gets that message across organically."
Besides providing Ford hybrid transportation to nominees of Emmy, Grammy, Academy and Golden Globe awards, Ford Global Brand Entertainment is also giving recipients vouchers which allow them to drive a Ford Escape Hybrid or Mercury Mariner Hybrid for a month. Romero says it creates goodwill about Ford's environmental commitment, builds interest in the Ford brand and helps sell cars.
"We just sold five Ford Escape Hybrids to New Line Cinema as a direct result of letting the studio use one for a month," he said. "We're being very strategic about who we do business with and who we let drive the vehicles, but we've learned that once they drive them, there's a very good chance they'll buy them."
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