2016 Mazda MX-5 Miata Will Strut Its Stuff at Fashion Rocks
Set your DVRs and tune your televisions to CBS on September 9 and watch the revival of the annual Fashion Rocks show. After a five-year hiatus, this concert-meets-fashion-pageant has been resurrected for a new generation and will be featuring a new model: the 2016 Mazda MX-5 Miata roadster.
Fashion Rocks Will Debut the 2016 Mazda MX-5 Miata
In preparation for this year’s Fashion Rocks, Garage Team Mazda (Mazda’s advertising partner) is utilizing their presence in the digital world by launching a microsite that subtly brings attention to the recently-announced 2016 MX-5 Miata. The majority of the site is dedicated to the musical acts and fashion influences being featured in the Fashion Rocks show.
The advertising collaboration between Mazda, media partner Time Inc., and parent company Three Lions Entertainment won’t stop there. In order to solidly reach the target demographic of fashion and music enthusiasts, there have also been TV and digital ads all month, exclusive social media content, and an eight-page advertorial within InStyle magazine that recently hit stands.
“Like music and fashion, Mazda was born from passion, a deep passion for and commitment to innovation that guides everything that we do today and into the future,” says MNAO VP of marketing Russell Wager.
During the broadcast from Barclays Center in Brooklyn, N.Y., the car will be concurrently revealed in a private venue in Monterey, Calif. featuring one of the Fashion Rocks artists.
Mazda’s Method of Promoting Its Image
While this sheer amount of advertising may sound like a bombardment of Mazda-mayhem, the actual presence of Mazda remains in the shadows. Rather than using the promotion of Fashion Rocks as a clear ploy to sell their 2016 Mazda MX-5 Miata, Mazda is leaving the artists and the show in the limelight and stepping into a supportive role.
Undoubtedly, the broadcast will be punctuated with many Mazda commercials, as confirmed by Mazda marketing reps, but the precursory advertising will need to draw in viewers rather than turn them off. An illustration of this is the “Road to Fashion Rocks” series that is Mazda-branded but focuses on performing artists like Duran Duran.
Mazda also needs to set itself apart in both style and audience from Mercedes-Benz, the primary automotive sponsor of the rest of New York’s fashion week. Thus, this sponsorship is a wise move, as Fashion Rocks has always been a unique event due to the variety of musical and style influences that the performers bring to the table. Ever since the original launch of the Mazda Miata 25 years ago during Fashion Week, the company has cherished its uniqueness and alternative clientele. Just look at this year’s lineup and their wide, yet ultimately distinguished, spectrum of tastes.
Fashion Rocks will be the opening act to New York Fashion Week and will air on CBS on September 9 at 9:00 PM ET/11:00 PM PT, syndicated on networks globally at later dates. Tune in to see the 2016 Mazda MX-5 Miata take center stage.