Lincoln Boosts Outlay

Ford Motor Co. will more than double its network media spend behind Lincoln Mercury, starting with a campaign breaking this week tagged, “There are those who travel. And those who travel well.”

Lincoln’s former tag, “American luxury,” will continue as the brand’s internal “rallying cry,” said Ann Kalass, Lincoln Mercury marketing manager.

A 60-second brand spot, titled “Living Well,” breaks today, followed by three ads for the Lincoln Navigator rolling out May 8. Created by Young & Rubicam in Irvine, Calif., the commercials feature new signature Lincoln music, an upbeat, jazzy score. Lincoln continues to attempt to lower the median age of its customer base, currently 59.

Last year Lincoln spent about $30 million on network TV, a figure Kalass said will double. Overall, Lincoln spent $125 million last year, according to CMR, a 22 percent drop from the previous year.

Media edge:cia in Irvine handles media planning; buying is executed by Ford Motor Media, De troit, a unit of J. Walter Thompson.

“Living Well” features scenes in which a Lincoln is integral, such as a Town Car delivering a bride and groom to their wedding, guys’ night out in a Lincoln LS and actor Dennis Hopper emerging from a Town Car at a movie premiere.

The Navigator spots feature quirky images, such as a guy making parts of his Navigator move in time with music that is drifting down from a nearby building.

Hopper is the only celebrity pitchman in the current batch of ads, but future spots could feature tennis star John McEnroe, who has previously appeared for Lincoln, Kalass said.