PLANNED ACTIVITIES
- Press Packet: The packet would include photos and detailed stories on Mustang and other Ford Division cars and trucks. Packets would go to newspapers about a week before the press intro date. Release dates for Mustang, other cars, and trucks would be determined so as to produce best exposure for all. Photos would be taken so as to show off the glamor and other non-technical aspects of the Mustang models. Photos would be included in press packets for newspapers.
- Insert Mailings with Dealer Advertising Packages: Editorial copy and photographs will be prepared for insertion with retail advertising aids sent to Ford dealers in advance of introduction. This technique has proved successful in obtaining publicity in dealership hometown newspapers. A cover letter suggests that the dealer deliver the copy personally to his editor.
- National TV and Print Media News Conference: Mid-August news conferences will be proposed for announcement of product details of Mustang and other '74 cars and trucks. The question of whether to hold a combined conference for TV and print media newsmen, or to hold separate conferences, will be reviewed. Site selection will be keyed to finding a location suited to the new Mustang's contemporary smartness and elegance. About 60 TV newsmen and 150 newspaper auto writers can be expected to attend - an increase in attendance over 1973-model press introductions. Canadian as well as U.S. newsmen will be invited. The possibility of having simultaneous press conferences abroad, as was done with the original Mustang, also will be evaluated. The U.S. press introduction of the new Mustang, combined with that of the division's other products, will be timed to create peak interest shortly in advance of public introduction day. The new Mustang can be expected to draw many more showroom visitors than on most intro days, benefitting all division car lines.
- Special Activities:
- Publication of commissioned book on "The Mustang Generation" will be planned for about August 1, in time for delivery to dealers in advance of public introduction of Mustang.
- A post-introductory press conference will be proposed for Mustang alone, with stress on rally-type driving. Newsmen would be invited on a more selective basis than for the National News Conference. Site would be determined by availability of a good road course in pleasant autumn surroundings. News peg for conference would be early sales success of the new car.
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