Ford Motor Co.'s Lincoln-Mercury division will exceed last year's ad spending to launch the '98 model Lincoln Town Car, which has undergone its first major redesign in eight years, said Ian Beavis, the division's advert- ising manager.
The automaker spent about $47 million on the Town Car during the '97 model year, according to Competitive Media Reporting. While initially there will be a fewer number of ads in the new campaign, they will run in a much heavier schedule, Beavis said. He declined to quantify the budget increase.
Young & Rubicam in Detroit developed the campaign, with two 30-second TV spots breaking Nov. 23. The ads continue the tagline, "What a luxury car should be," but there is a new creative emphasis on the driving experience.
"I think what's really interesting about these ads is the car is moving--we're actually driving the car around," Beavis said. "Just about all the Town Car ads in the past have been very static." While it's not a sports car, he said, the redesigned model features better driving dynamics such as a quieter ride and better braking capacity. These improvements are emphasized in the advertising.
The campaign's TV media schedule will focus on spot broadcast and cable networks. A heavy print schedule includes a four-page insert in national newspapers and a four-page magazine spread breaking late this month in business and upscale luxury publications. The ads make no apologies for the car's ample proportions. Copy for one ad states, "This should finally put an end to all that 'less is more' nonsense."
Research indicated that repeat buyers accounted for more than half of Town Car purchases in the '96 model year, Beavis said. An elaborate direct mail piece targeting 150,000 current owners goes out at the end of the month.