Plan calls for more aggressive styling, part of greater effort to turn the company around
DETROIT (Reuters) - Ford Motor Co. is gearing up to roll out a big marketing campaign in May that will feature the slogan "Bold Moves," a source familiar with the plans said on Wednesday.
The ad campaign by the No. 2 U.S. automaker will include television ads and will feature singer Kelly Clarkson, winner of the first "American Idol" television show.
The new slogan, which replaces "Built for the Road Ahead," reflects the "Red, White and Bold" phrase that Ford Americas chief Mark Fields is using internally with employees to drive the automaker's turnaround efforts, which includes closing 14 plants and cutting up to 30,000 factory jobs in North America.
http://money.cnn.com/2006/04/26/news/companies/ford_marketing.reut/