FORD PARTNERS WITH ROOTS
By Adnews Staff
Ford of Canada has teamed up with Roots Canada to offer a Roots Sport Edition package on selected 1998 models of cars and trucks. The package will be available on Windstar minivans with the 357B Preferred Equipment Package, the two-door Explorer sport utility vehicle, as well as Contour and Mystique sport sedans. The Roots Sport Edition vehicles will receive a pin stripe treatment featuring the Roots brand logo on the driver and passenger side door, as well as the Roots logo and Maple Leaf on the back of the vehicle. In addition, the Roots logo will be on the front seat head rests and second row head rests in the Windstar and Explorer, and in the middle of the rear seat of the Contour and Mystique. The vehicles will be promoted using TV ads and point-of-sale materials beginning next week. The campaign was created by Young & Rubicam of Toronto. The Roots package will be available until Aug. 31.