News Release: Dashan Spearheads Marketing Campaign
for Ford of Canada
OAKVILLE, Ontario, March 29, 2007 – Mark Rowswell, commonly known by his Chinese stage name "Dashan", and described as one of the most identifiable personalities on the planet, has been named as Ford of Canada's spokesperson for a Chinese Canadian ad campaign. Rowswell is starring in Chinese-language television, radio and print advertising, as well as a dedicated Chinese language website, which will be the one of first of its kind within the Canadian automotive industry. The campaign launches today.
"I think it’s great that Ford of Canada is making a special effort to reach out to Chinese Canadians, and I’m pleased to have this opportunity to help introduce such an outstanding company. I hope that my work with Ford will especially help new immigrants get closer to life in Canada,” said Rowswell.
Born and raised in Canada, Rowswell studied Chinese at the University of Toronto and later at Beijing University. While in Beijing he developed an interest in traditional Chinese performing arts which led to a chance opportunity to perform on television - a broadcast that would reach an audience of 550 million people. He became a household name, literally overnight. Rowswell, who speaks perfect Mandarin Chinese, is a national celebrity in China where he has enjoyed a distinguished 19-year career as a top performer of traditional Chinese Xiangsheng comedy, and as a frequent host of nationally-televised variety shows, cultural celebrations and talk shows. Recently, Rowswell has also earned national acclaim in China for his dramatic performances in television miniseries and on the stage. Although largely unknown to the non-Asian Canadian public, he has worked closely with the leadership of Canada - including prime ministers and provincial premiers – as a cross-cultural ambassador.
“As a company, we have re-dedicated ourselves to strengthening our focus on the needs and preferences of Chinese consumers in Canada,” said David Greenberg, vice president of General Marketing, Ford of Canada. “In this new campaign, we strive to convey Ford’s commitment to reliability, value, safety, and style - all in a context that is culturally respectful, and linguistically appropriate.”
In November of 2006, the Canadian Olympic Committee (COC) named Rowswell to be the Canadian Team Attaché for the 2008 Olympic Games, a role in which he will facilitate cooperation between the COC and the various local groups and individuals in Beijing, while also assisting with Canada’s team operations at the 2008 Olympic Games. Last month, the Canadian Governor General announced Rowswell as a new member of the prestigious Order of Canada – the highest civilian honor bestowed by Canada. He is a resident of Toronto, but travels frequently to China and other regions in Asia for his performance and media work.
“Mark Rowswell is a successful Canadian who has dedicated his personal and professional life to studying, understanding, and getting close to Chinese language and culture. As such, we felt he would be an ideal spokesperson for Ford as a leading domestic automotive company that is seeking to more relevantly engage Chinese Canadian drivers,” said Dean Stoneley, director of Marketing Communications, Ford of Canada. “We know that the many thousands of Chinese immigrants from Mainland China in Canada will instantly recognize Mark Rowswell in our new campaign, and we hope that immigrants from Hong Kong, Taiwan, and other regions in Asia who may not yet know him, will also appreciate his remarkable skills, and embrace his role as Ford’s ambassador to the Chinese community.”
Ford of Canada’s new Chinese campaign was developed by Kang & Lee Advertising, a division of Young & Rubicam, Ford’s general market agency in Canada. Founded in 1985, Kang & Lee is the leading agency in North America that specializes in Asian multicultural marketing and communications.
For more information on Ford of Canada please visit www.ford.ca or www.chinese.ford.ca.