DETROIT: Ford's Lincoln brand kicked off a campaign Monday targeting a new set of consumers.
The “Introducing the Lincoln Motor Company” campaign's goal is to connect with luxury buyers who are progressive, adventurous, and curious. According to the brand's segmentation research, those consumers make up 25% of the luxury automotive market.
The initiative, which features the MKZ midsize sedan and MKZ Hybrid, was developed by Hudson Rouge, the new WPP Group-owned Lincoln creative marketing agency based in New York.
At the beginning of the year, Ford unveiled “Team Lincoln,” a boutique agency to service and reposition the brand in the luxury automotive industry as part of the Ford and WPP partnership of more than five years.
Burson-Marsteller, with the help of WPP sister agency Hill+Knowlton Strategies, is handling media relations for the campaign, reaching out to consumer lifestyle, automotive, and business publications, said Suzanne Matulay, brand marketing practice manager at Burson.
She added that her agency will work on press events and consumer engagement activities for the initiative, and Ogilvy Public Relations is focusing on social media, such as Twitter, Facebook, and Instagram.
On Monday, Lincoln is holding media events to introduce the campaign and the cars in New York, Los Angeles, and Miami. Former Dallas Cowboys star Emmitt Smith is attending the event in New York at Lincoln Center, said Matulay, where he will hold interviews with the press.
Lincoln will also invite consumers in New York to attend an interactive experience center following the media activities. Matulay said the event will include “projection mapping onto the vehicles of different sensory experiences that are indicative of the new brand, so different landscapes and abstracts to show the convergence of technology and design.”
Tom Kowaleski, head of Lincoln communications, said the marketing, communications, and social media efforts are collaborative in the campaign.
“In the new world of information flow, what was classic marketing and classic public relations is evolving, so the job we take on is to make sure we're integrated,” he said. “The reality is that the different agencies are involved in different things because they have different expertise within WPP, but we work together as one team.”
In addition to print, broadcast, and online ads, Lincoln has enhanced the “Lincoln Now” section of its website to include documentaries of the people highlighted in the marketing spots. The website includes videos, articles, photos, and social sharing elements to keep consumers engaged.