Executive Summary

Executive Summary

In order to raise awareness and brand recognition with the young professional market, Ford Fiesta proposes, “Holiday Fiesta” at the Grove in Los Angeles. This event is to be held in conjunction with Toys for Tots in hopes that the public will see Ford’s commitment to serving the community and fostering good will. Starting Saturday December 4th Ford Fiestas will be placed in various locations around the Grove. These mini Fiesta Lounges will offer shoppers information about the 2011 Fiesta as well as advertise about the main event, “Holiday Fiesta” concert and toy drive. The main event will be held on Saturday December 18th and will feature a live concert by Glee cast members; Chris Colfer, Amber Riley and Jenna Ushkewitz. There will also be a contest to guess the amount of Toys that will fill a Ford Fiesta. Ford employees will administer this contest. Ten winners will receive a $100 dollar gift card to be spent at The Grove. It is the hope that through this event Ford Fiesta will capture the interest of our target market and gain invaluable brand recognition with the public.