Lincoln tunes up brand strategy in $70 mil debut

Cuneo, Alice Z.; Halliday, Jean
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p1
Trade Publication
This article focuses on an advertising campaign for the LS sedan of Lincoln, the luxury car of the World War II generation. The campaign marks the start of a new direction for the brand's advertising and marketing. In the U.S., Lincoln will put the bulk of its total marketing budget toward the launch. The effort will break simultaneously in Canada and Mexico and will be rolled out later to Europe. Marketing Communications Inc. manager Ian Beavis said the campaign is targeted to college-educated, married individuals with 100,000 plus U.S. dollar incomes. Additionally, the target is 35 to 49 years of age, younger than Lincoln's typical target for models such as the Town Car which is aimed at drivers in their late fifties. With the effort, Ford Motor Company's Lincoln is going after younger consumers who are now trading up from Toyotas to luxury vehicles, the fastest-growing segment in the business. The campaign, from Young & Rubicam Advertising in San Francisco, California, is centered on a 60-second launch television (TV) spot Surprising Journey which begins with a closeup of the hammers inside a piano. Scored with original music and directed by Gerard DeThame, the spot has minimal voice-over. A second version starts with trees reflected on the surface of a water droplet and includes a visual of the car's stick shift. Lincoln's new look in print will feature the car in a gold wash photographed at angles with copy designed to reflect the message. With the new effort, Lincoln returns to automobile enthusiast magazines after a long absence. TV spots will run in broadcast, cable and spot TV programming, including sporting events such as the Wimbledon tennis tournament and the Tour de France bicycle race.


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