Special to the Daily World
Ford Motor Company and hair industry leader Bronner Brothers have joined together for the 64th Annual Bronner Brothers International Hair and Beauty Show taking place in Atlanta this weekend, Aug. 20-21. During the event, Ford will give away the keys to an all-new 2011 Ford Explorer to a Bronner Brothers attendee.
This year marks Ford’s eighth consecutive year of sponsoring the trade show that annually draws more than 50,000 people. In addition to awarding the keys to an Explorer, Ford will provide attendees an opportunity to test drive some of its newest products like the Explorer and 2012 Ford Focus.
The partnership allows Ford to continue in its efforts to talk to consumers about the reinvented Explorer in unique ways, while simultaneously supporting an industry virtually dominated by the African-American community. The hot-selling Ford Explorer — the 2011 North American Truck of the Year — features seating for seven and the world’s first rear inflatable seat belts.
The hair industry has had a huge impact on the African-American community,” said Shawn Lollie, Ford multicultural marketing manager. “Partnering with Bronner Brothers on this annual event gives us an opportunity to continuously communicate with this consumer in a simple but strategic way. At Ford, it’s not only about the customer seeing our product on TV, we also want consumers to experience what we have to offer, and the Bronner Brothers Hair Show provides a platform to do just that.”
Attendees of the hair show will take part in a four-day cosmetology convention that offers a unique opportunity for thousands of hair stylists who endeavor to stay on the cutting-edge of new developments in both product and styling techniques to come together for one cause — to witness and experience a quality show with both education and entertainment.
In addition to experiencing some of Ford’s newest products and technologies, one attendee will walk away with the keys to the 2011 Ford Explorer during the “Hair Battle Royale” on Saturday, Aug. 20. All attendees who register and visit Ford’s booth will be entered for the chance to win the reinvented SUV.
“The ‘Hair Battle’ is something that we look forward to taking part in every year,” said Lollie. “The showmanship and creativity that go into each performance is amazing! Last year, one model actually had the Ford oval in her hair; if I could describe it in two words, I would say ‘it’s crazy.’ What’s even more exciting is that one Bronner Brothers attendee will win the keys to the Explorer during the Hair Battle just by registering and stopping by the Ford booth.”
The reinvented Ford Explorer delivers capability and refinement, and is America’s most fuel-efficient full-size SUV with an EPA-rated 25 mpg. It also offers a suite of connectivity and safety features including MyFord Touch, a terrain management system and the world’s first rear inflatable seat belt.