In a interesting turn of events, Ford has been announced as the sponsor of the Lifestyle category in this year’s BAKE awards. This follows a renewed interest by the car manufacturer in the Kenyan market which has seen them go all out on a marketing campaign. Back in the 80’s almost every other car was a Ford till they slowly lost out to other vehicle manufacturer but it seems they are back to reclaim their place. They seem to be making inroads in this market more so with the pickup trucks which are starting to become quite popular. The Lifestyle category was introduced as a standalone category this year, previously lumped together with the Entertainment category.
While commenting on the sponsorship, Harm Kruyshaar, Marketing Manager, Ford Motor Company Sub-Saharan Africa had this to say, “Ford is very proud to partner with the BAKE awards in 2017. These highly prized awards continue to recognize and reward creative writing talent across diverse categories. We believe that sponsoring the Lifestyle Award is a natural fit for us. Ford is very much a lifestyle brand, with its wide range of SUVs and well-equipped Ranger pick-up trucks that are ideally suited to lifestyle and travel pursuits. We want to encourage those who use Ford vehicles for their leisure activities and travel excursions to write, photograph and share their experiences, comments and visuals with a wide, diverse audience. This type of exposure is a sure way to encourage other people to experience similar leisure and travel opportunities.”
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