Ford Motor Co.'s Lincoln-Mercury division has formed a promotional partnership with Barnesandnoble.com for the launch of the redesigned 2000 model-year Mercury Sable later this month.
The first 30-second TV spot for the vehicle breaks Oct. 18 from Young & Rubicam, Irvine, Calif. The campaign is the agency's first new work on the Mercury brand since moving its operations from Detroit to Irvine a year ago. It's also the first work to incorporate the tagline, "Live life in your own lane," which replaces "Imagine yourself in a Mercury."
The automaker last week declined to give details of its deal with the online bookseller.
Y&R's interactive division, Brand Dialogue, has redesigned both the Lincoln and Mercury Web sites to make them more useful and user-friendly for consumers shopping for vehicles online, said Deborah Wahl, marketing communications manager for Lincoln-Mercury.
The sites now address the needs of consumers at different stages of purchasing a vehicle. For example, consumers can order brochures for individual models and schedule test drives.
The sites also offer access to third-party data through Carclub.com to make it easy for consumers to comparison shop, Wahl said. The new Mercury tagline and Lincoln tagline ("American luxury") are prominent in the redesigned sites.