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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.
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