Joeychgo
March 24th, 2004, 05:46 PM
http://media.ford.com/press_files/image_files/Lincoln_ad03.jpgDEARBORN, Mich., March 22, 2004—Building desire for the Lincoln brand is the focus of a new print advertising campaign that launches today in The New York Times and The New York Times Magazine. As part of the campaign, Lincoln will become the exclusive 2004 advertiser of The Magazine's popular "Portfolio" section, which features portraits, landscape photos and photojournalism by award-winning photographers.
The campaign features new creative work around Lincoln's existing "Travel Well" tag line that highlights the luxury, inspired design and innovation found in Lincoln vehicles. The Detroit office of Young & Rubicam created the ads.
Starting today, there will be four "icon" ads per week in varying sections of http://media.ford.com/press_files/image_files/Lincoln_ad11.jpgThe Times through 2004, for a total of 160 incremental ad placements. Built around themes of news, business, weather, fashion and entertainment, the 30 separate print ads use unexpected phrases and art to resemble the sophisticated, cultured products Times readers are used to seeing.
In one ad, wheels are stacked like expensive gold rings with the caption, "Designer wheels fashioned in aluminum. Gorgeous daahling. Travel Well." Another ad shows the luxurious interior of an LS sports sedan with the words, "Comfort: 52-Week High." A third ad shows a close up photograph of a Lincoln seat that brings to mind an expensive purse. The caption reads, "Rich leather trimmed front seats, heated and cooled available. Comfortable with whatever you're wearing."
"This brand campaign appeals directly to the influential opinion leaders who read The New York Times every day," said Darryl Hazel, Lincoln Mercury president. "We also reach a national audience in a very focused way, since approximately half of the weekly and weekend readers of The Times are outside of the Tri-State area."
Lincoln will also run a total of 32 full-page ads in the "Portfolio" section in 2004 beginning March 28. In addition, Lincoln will have "Portfolio" online banner ads on NYTimes.com and will sponsor customized sessions of The Times’s popular "TimesTalks" speaker series in select U.S. markets this year. "Portfolio," which features a 10-page "art gallery," debuted in September 2002 and appears in The Magazine on an ongoing basis. Past editions have included work by award-winning photographers such as Brigitte Lacombe, Gregory Crewdson and William Eggleston.
Other elements of the campaign include Lincoln Mercury’s sponsorship of the Film Society of Lincoln Center’s Lifetime Achievement Awards honoring actor Michael Caine on April 26. Lincoln will also sponsor "Portfolio" Art Gallery displays throughout the country from June through November.
Ford Motor Company [NYSE: F], a global automotive industry leader based in Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six continents. With more than 328,000 employees worldwide, the company’s automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Credit, Quality Care and Hertz. Ford Motor Company celebrated its 100th anniversary on June 16, 2003
.http://media.ford.com/press_files/image_files/Lincoln_ad11.jpg
The campaign features new creative work around Lincoln's existing "Travel Well" tag line that highlights the luxury, inspired design and innovation found in Lincoln vehicles. The Detroit office of Young & Rubicam created the ads.
Starting today, there will be four "icon" ads per week in varying sections of http://media.ford.com/press_files/image_files/Lincoln_ad11.jpgThe Times through 2004, for a total of 160 incremental ad placements. Built around themes of news, business, weather, fashion and entertainment, the 30 separate print ads use unexpected phrases and art to resemble the sophisticated, cultured products Times readers are used to seeing.
In one ad, wheels are stacked like expensive gold rings with the caption, "Designer wheels fashioned in aluminum. Gorgeous daahling. Travel Well." Another ad shows the luxurious interior of an LS sports sedan with the words, "Comfort: 52-Week High." A third ad shows a close up photograph of a Lincoln seat that brings to mind an expensive purse. The caption reads, "Rich leather trimmed front seats, heated and cooled available. Comfortable with whatever you're wearing."
"This brand campaign appeals directly to the influential opinion leaders who read The New York Times every day," said Darryl Hazel, Lincoln Mercury president. "We also reach a national audience in a very focused way, since approximately half of the weekly and weekend readers of The Times are outside of the Tri-State area."
Lincoln will also run a total of 32 full-page ads in the "Portfolio" section in 2004 beginning March 28. In addition, Lincoln will have "Portfolio" online banner ads on NYTimes.com and will sponsor customized sessions of The Times’s popular "TimesTalks" speaker series in select U.S. markets this year. "Portfolio," which features a 10-page "art gallery," debuted in September 2002 and appears in The Magazine on an ongoing basis. Past editions have included work by award-winning photographers such as Brigitte Lacombe, Gregory Crewdson and William Eggleston.
Other elements of the campaign include Lincoln Mercury’s sponsorship of the Film Society of Lincoln Center’s Lifetime Achievement Awards honoring actor Michael Caine on April 26. Lincoln will also sponsor "Portfolio" Art Gallery displays throughout the country from June through November.
Ford Motor Company [NYSE: F], a global automotive industry leader based in Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six continents. With more than 328,000 employees worldwide, the company’s automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Credit, Quality Care and Hertz. Ford Motor Company celebrated its 100th anniversary on June 16, 2003
.http://media.ford.com/press_files/image_files/Lincoln_ad11.jpg