Navigating New Terrain Y&R Campaign Reshapes Lincoln Image

By Scott Hume





CHICAGO–Ford Motor Co.’s Lincoln-Mercury division begins advertising for its new Navigator





luxury sport utility vehicle on June 23. But more is riding on the campaign than just a new model launch.





‘This is the first step in the creation of an entirely new brand personality for Lincoln,’ said Mike Richards, Navigator brand manager at Detroit-based Lincoln-Mercury. ‘This campaign will reenergize the entire brand and change perceptions of Lincoln.’





Two 30-second TV spots and an extensive print campaign precede the July 1 arrival of the vehicle at dealerships–with a base price of about $40,000.