Hallelujah! Lincoln, Chrysler go to church
Ford's Lincoln division continues its targeting of African-American car buyers with sponsorship of "Lincoln Presents: Hometown Gospel" shown on the Gospel Music Channel. The show will feature gospel music in six cities – Memphis, Detroit, Chicago, Atlanta, Washington, and Nashville – and is to begin airing in February. A 30-second spot before and after the show will push the Navigator, MKZ and MKX. Product placement within the shows is also a possibility.
This follows Chrysler's African-American-targeted campaign sponsoring Patti Labelle's tour of megachurches. Chrysler's "The Gospel According to Patti" tour kicked off in October at one of Dallas' largest churches. Some of the church venues on the 14-city tour seat as many as 18,000 people and have more than 30,000 members. A week before each show, Chrysler allows church members to test drive the Aspen.
[Sources: The Detroit Free Press, Autoweek]
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