Ford Middle East is endorsing a new generation of Arab singing talent in the region with its title sponsorship of the third season of Future Television's ‘Superstar III’ programme.
Supporting the programme that has captured the imagination of young Arabs across the region complements Ford’s new youth-oriented marketing strategy, which is epitomised by the refreshed ‘Drive’ advertising campaign celebrating the emotional bonds of friendship.
"Our association with Superstar reflects the genuine nature of the Ford brand, and its youthful and progressive spirit," said Hussein Murad, Sales & Marketing director of Ford Middle East. "We are confident that supporting a programme so close to the hearts of young Arabs will help strengthen the emotional attachment they are building with the Ford brand.”
Superstar is a reality TV singing competition that attracts thousands of contestants from Arab countries who audition for the chance to become a pop star.
Participants are reduced to 12 finalists who are judged by TV viewers voting by telephone, text message and online. Finally, one young Arab superstar wins. Thousands of talented singers have already applied to compete for a spot on the latest edition of the show, which always sees emotions run high.
Earlier this year, Ford launched its new communications strategy highlighting the new Ford line-up, which includes the all-new 2005 Ford Mustang, the 2006 Ford Focus, Fiesta and Mondeo ST220.
"The new Ford products are built to appeal to the new generation. These models in partnership with the new ‘Drive’ campaign will help enrich the Ford brand in the Middle East," added Murad.
Superstar is one of the most highly rated TV shows in the Arab world. “No TV programme has had the impact on young Arabs like Superstar, and this is why we support it so enthusiastically along with events that promote young talent in the region,” said Murad.
