Lincoln: selling the American dream
Ford Motor's Lincoln brand unveiled its new "Dreams" marketing campaign Friday, as the company prepares to launch four new 2007 models - the MKZ, MKX, Navigator and Navigator L.
The new campaign is one of the largest initiatives for the Lincoln brand in the last ten years. The ads target "self-made optimists" who are pursuing the American dream, always striving to "reach higher," positioning Lincolns as their reward for achieving success.
Lincoln hopes to build on the success of its new Mark LT and Zephyr models, which have helped boost sales eight percent so far this year.
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