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Ford, Alliance Atlantis ready Slice contest

Ford of Canada has signed an agreement with Alliance Atlantis Communications to make its Fusion midsize vehicle the main launch sponsor of the company’s new Slice channel, which will debut on March 5. The agreement includes on-air and online promotion, as well as a draw for a 2007 Ford Fusion SEL. The online contest, developed by Proximity, will begin in April. The concept is based on the channel’s launch advertising campaign, which uses the theme of vices. Visitors to the website will be able to browse a number of locations along a virtual street scene, examining various vices related to each location. Visitors can then select one of these and submit an explanation as to why it is their vice. Each submission will result in an entry into the draw. The contest will be promoted on-air on through, and Sympatico/MSN. “We’ve always aimed to make a connection with consumers so that they can be informed and feel confident about their decision to purchase a Fusion,” said David Greenberg, vice-president of general marketing at Ford of Canada. “Slice's mandate and the tone of its marketing and communications make it an exceptional fit for our brand.”

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