Lincoln Buys Prime Display

[nsap]

Lincoln will pursue affluent consumers who pass through the Time Warner Center in New York.

The luxury automaker agreed last week to a three-year partnership with Time Warner Inc. The deal, which begins in October, makes Lincoln the exclusive automotive sponsor of the building that houses the media giant's headquarters.

The center opened in February. It includes luxury condominiums, a five-star hotel, shops, restaurants and performance halls for the Jazz at Lincoln Center program.

Lincoln will display two of its vehicles in the building's front lobby. The display also will include interactive high-definition TV screens that convey product information.

Lincoln employees based at the center will connect prospective buyers to more than 1,300 U.S. dealers with a hand-held personal digital assistant and will arrange test drives.

"We'll be able to monitor the hand-raisers, how we collect them and ultimately, how we put them into our dealer network," says John Fitzpatrick, general marketing manager of Lincoln Mercury.

Lincoln plans to display its new Mark LT pickup and Zephyr sedan at the center, as well as its next-generation Aviator, a car-based crossover vehicle.

The display also could include two new sedans that Lincoln expects to launch in 2007 and 2008.

The deal gives Lincoln space on the 26 information screens inside and outside the Time Warner Center. It provides a display area behind the center's main concierge desk.


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[jbartley]

That'd get old and annoying real fast. I'm not saying GM should be doing it either. I would get tired of seeing and hearing lincoln adverstisement at work everyday. I wonder they follow you around trying to schedule test drives...

[mgescuro]

Big Deal!!

Cadillac's got a prime spot in the heart of TImes Square. AND... there's the "Cadilllac Theatre" in Times Square. I believe it's showing "Mama Mia" at the moment. SOmeone in NYC correct me.

[tgagneguam]

Rather than focusing on gimmicky marketing (gee, did Ron Zarella really return to Rochester and Bausch & Lomb), a sure-fire way to spur sales is to build great product. That idea seems to be lost on so many people.

[SUPERBADD75]

tgagneguam Posted on Jul 20 2004, 03:40 AM
  Rather than focusing on gimmicky marketing (gee, did Ron Zarella really return to Rochester and Bausch & Lomb), a sure-fire way to spur sales is to build great product. That idea seems to be lost on so many people. 

true. however, the best way to get people to notice your great, new product is with ingenious new marketing. a company can build a killer new ride, but if it sits on a lot somewhere, and nobody ever knows that it's out there, nobody will buy it. the new "gimmicky" marketing seems to be a good way to get new products noticed.

[MBGTP]

Never underestimate the power of marketing. :mf_boff:

[Jay]

I think by now most people have forgotten Lincoln even exists!

How about investing some $$$ into serious product development? How sad is it that such a once-proud luxury carmaker as stooped to such a level?

[SUPERBADD75]

How about investing some $$$ into serious product development? How sad is it that such a once-proud luxury carmaker as stooped to such a level?

don't forget where Cadillac was in the 80's and 90's. Lincoln is working on the new cars now, but it takes time. the Zephyr looks great, the Aviator's second try should be a good one, and the Mark LT is actually a useful truck now. it will happen, but not all at once.