• Today Lincoln launches a new urban ad campaign called “Touch Me All Over” that highlights the technology, luxury and style found on the 2011 Lincoln MKX crossover
• The campaign features TV, print, radio and digital executions that are designed to appeal to upwardly mobile women in the urban market, with TV spots appearing on such media outlets as BET, TV-One, The Gospel Music Channel and CNN
• The launch of a print ad campaign will coincide with the TV ads and comes just weeks after the brand debuted its new overarching Lincoln ad campaign called “Smarter Than Luxury.” The entire campaign was created to highlight the luxury, style and technology featured on the new Lincoln MKX crossover while continuing to elevate the brand’s luxury presence within the urban market
Lincoln has revealed a new urban advertising campaign tied to the 2011 Lincoln MKX crossover, a move that will continue to expand the brand’s efforts to differentiate the new Lincoln product in today’s luxury market. The “Touch Me All Over” campaign will show consumers that the Lincoln of today is both sexy and smart.
“This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX,” said Shawn Lollie, Lincoln multicultural marketing manager. “We’re going to really highlight how Lincoln products are an extension of a person’s life, in this case a successful African American woman’s, and how Lincoln MKX offers consumers the entire package in both its exterior and interior offerings.”
The TV spot, which was shot in and around Los Angeles, features beauty shots of the vehicle while showcasing some of the technology found on the Lincoln MKX, such as MyLincoln Touch™ driver connect technology, which comes standard on Lincoln MKX.
In the ads, which begin airing today, the actress is seen using her MyLincoln Touch technology to locate a friend’s party on a yacht after finding out she has just been named partner for her law firm. As she drives along she activates SYNC® to locate her favorite song, smiling and thinking to herself that she has it all, including the vehicle to go along with her luxurious lifestyle.
The new print ads also follow the “Touch Me All Over” campaign theme and are designed to focus on MyLincoln Touch driver connect technology while also providing a full view of Lincoln MKX. The ads will appear in Black Enterprise, Sister 2 Sister, Juicy, Essence, Ebony, Heart & Soul, Upscale and Vibe Magazine.
“We chose to spotlight the fact that the Lincoln MKX is more than a vehicle; it’s an extension of a woman’s lifestyle,” said Lollie. “It’s not just a vehicle for flash; it’s a vehicle that offers substance.”
The entire advertising campaign was created by The UniWorld Group, Ford and Lincoln’s African American advertising agency of record.
For more information on Lincoln or to view the new ad campaign, please visit www.lincoln.com.
About Ford Motor Company
Ford Motor Company (NYSE: F), a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 159,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford, Lincoln and Mercury, production of which has been announced by the company to be ending in the fourth quarter of 2010. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.
Ford Motor Company