If the idea of saving thousands of dollars on a new vehicle through various employee-pricing programs doesn't appeal to you, you could always pay full price for a mini-minivan from Ford's Mazda division and get a free duffel bag.
That's the Japanese firm's latest marketing effort for its Mazda5 vehicle, which is priced at $19,995 for a GS model with a five-speed manual shifter and $22,795 for a GT with the same transmission and a bunch more equipment.
There are only two major options -- the four-speed automatic for $1,000, and air-conditioning for $1,100.
Whatever the price you pay for this narrow six-seater, if you're one of the first 1,250 buyers you get the Roots bag as the starting point of what Mazda Canada calls a "multi-tiered" cross-promotion called "Never Lose Your Cool."
The company which rocketed to fame with the clothes it made for Canada's Olympic teams (only to be replaced for the next games) will be "integrated into the marketing launches of Mazda's vehicles slated to rollout in 2005 and 2006."
The campaign aims to bring "added value" (that would be the free duffle bag instead of the price discount) to Mazda customers and "exemplify the "Never Lose Your Cool" aspect of the new Mazda5.
Ted Bartlett, the director of marketing for Mazda Canada Inc., says his firm and Roots "share a lot of the same values and attributes. Not
only do our brands appeal to people who are young at heart and have a zest for life, but both companies have a strong commitment to quality
products.
Over time, says Bartlett, "We will be giving consumers top quality, innovative, cool co-branded products that exemplify the "Never Lose Your Cool" aspect of the all-new Mazda5. The partnership with Roots will help us bring this concept to life in exciting ways."
This fall, Mazda and Roots will be launching the "Ultimate lifestyle Giveaway," which will include a free "Mazda5 loaded with Roots merchandise" to one person and a Roots gift card to anyone who test drives a Mazda5.
At the end of the year, Mazda and Roots will team up with Rogers
Communications for a "Mazda5 Scratch and Win" contest, in which consumers who visit a Mazda dealership will have a chance to scratch and win Roots prizes. No word yet on what role Rogers will be playing in this contest.
The clothing company is "thrilled to partner with Mazda Canada," says Robert Sarner, director of communications and public affairs at Roots, since the Japanese firm has the same "fun, trendy spirit as the Roots brand. We believe there is a tremendous opportunity to create promotions that are fun and exciting, and we're confident that the cross-promotions will benefit and resonate with today's consumers."
Clearly the two companies have great faith in this promotion, since in announcing it they're broken one of the society's cardinal rules--you're not cool if you tell anyone you are.
photo:Mazda Canada
That's the Japanese firm's latest marketing effort for its Mazda5 vehicle, which is priced at $19,995 for a GS model with a five-speed manual shifter and $22,795 for a GT with the same transmission and a bunch more equipment.
There are only two major options -- the four-speed automatic for $1,000, and air-conditioning for $1,100.
Whatever the price you pay for this narrow six-seater, if you're one of the first 1,250 buyers you get the Roots bag as the starting point of what Mazda Canada calls a "multi-tiered" cross-promotion called "Never Lose Your Cool."
The company which rocketed to fame with the clothes it made for Canada's Olympic teams (only to be replaced for the next games) will be "integrated into the marketing launches of Mazda's vehicles slated to rollout in 2005 and 2006."
The campaign aims to bring "added value" (that would be the free duffle bag instead of the price discount) to Mazda customers and "exemplify the "Never Lose Your Cool" aspect of the new Mazda5.
Ted Bartlett, the director of marketing for Mazda Canada Inc., says his firm and Roots "share a lot of the same values and attributes. Not
only do our brands appeal to people who are young at heart and have a zest for life, but both companies have a strong commitment to quality
products.
Over time, says Bartlett, "We will be giving consumers top quality, innovative, cool co-branded products that exemplify the "Never Lose Your Cool" aspect of the all-new Mazda5. The partnership with Roots will help us bring this concept to life in exciting ways."
This fall, Mazda and Roots will be launching the "Ultimate lifestyle Giveaway," which will include a free "Mazda5 loaded with Roots merchandise" to one person and a Roots gift card to anyone who test drives a Mazda5.
At the end of the year, Mazda and Roots will team up with Rogers
Communications for a "Mazda5 Scratch and Win" contest, in which consumers who visit a Mazda dealership will have a chance to scratch and win Roots prizes. No word yet on what role Rogers will be playing in this contest.
The clothing company is "thrilled to partner with Mazda Canada," says Robert Sarner, director of communications and public affairs at Roots, since the Japanese firm has the same "fun, trendy spirit as the Roots brand. We believe there is a tremendous opportunity to create promotions that are fun and exciting, and we're confident that the cross-promotions will benefit and resonate with today's consumers."
Clearly the two companies have great faith in this promotion, since in announcing it they're broken one of the society's cardinal rules--you're not cool if you tell anyone you are.
photo:Mazda Canada