is teaming up with NBC and an eight-time Emmy Award-winning reality
to create "Escape Routes," a prime-time reality TV show that will air
on Saturday nights on NBC, beginning March 31 to help promote the brand new
2013 Ford Escape. "Escape Routes" is a new interactive reality series
that will feature a cast of six teams of two participating in a unique
road-trip competition with real-world challenges featuring the all-new Ford
is the first time an automaker has used prime-time television to launch a new
vehicle and it is a great showcase for the all-new Escape," said Jim
Farley, Ford group vice president for Global Marketing, Sales and Service.
"'Escape Routes' builds on the success of Ford's previous social engagement
programs and takes it to the next level with TV. This is another example of the
innovative ways Ford is reaching consumers."
show six episodes are hosted by reality TV show personality
Rossi Morreale who has hosted a variety of network and cable TV programs. The
show airs Saturday evenings at 8 pm/ET on NBC and will also air on mun2,a bicultural cable network for young Latino Americans, Saturday nights at
11 pm/ET. This is the first time Ford will air a series using both a general
market broadcast and bilingual cable network.
NBC, we continue to look for breakthrough ways to work with our partners and the
'Escape Routes' program was a unique opportunity that we hadn't seen
said James Hoffman, executive vice president, Sales and Marketing, NBC
Routes" will be produced by eight-time Emmy Award-winning producer Elise Doganieri
in addition to David Leener from the Profiles Television team. "We are
excited to be partnering with Ford on this groundbreaking series," said Doganieri.
"There are two key elements to this series: first, the interactive element,
which is designed to engage viewers throughout the show and encourage them to
participate in the challenges; and second, the real-time twist where consumers
have the ability to follow their favorite team in the digital space. By Joseph