Lincoln Expands Customer Experience With New Time Warner Center Marketing Alliance
July 14 2004 - 11:12AM
PR Newswire (US)
Lincoln Expands Customer Experience With New Time Warner Center
Marketing Alliance DEARBORN, Mich., July 14 /PRNewswire/ --
Lincoln, the North American luxury brand of Ford Motor Company, is
proud to announce a new alliance with Time Warner Center in New
York City that represents a breakthrough way to "shop" for a new
vehicle. This innovative alliance is a unique marriage of real
estate, retail and automotive marketing that offers consumers a
total luxury lifestyle experience. Beginning in October 2004,
Lincoln vehicles and the Lincoln brand will be on continual display
in the retail public spaces of Time Warner Center, the new 2.8
million square foot complex at Columbus Circle. Featured in an
elegant setting consistent with the glass, stone and wood design
throughout Time Warner Center, Lincoln vehicles will be illuminated
under floating canopies near the main entrance, where an estimated
16 million people will pass by each year. Consumers will have an
unprecedented opportunity to view and experience Lincoln vehicle
luxury alongside the unique mix of high-end and specialty shops,
restaurants and residences that carry a similar cachet. "Lincoln's
alliance with Time Warner Center is a natural extension of our
'Travel Well' theme that has resonated with consumers," said John
Fitzpatrick, Lincoln Mercury general marketing manager. "This
location represents all that is 'uniquely Lincoln' -- top notch
American design and unparalleled service offered in a total luxury
lifestyle environment." The multi-year alliance will bring the
concept of a concierge to the automotive experience. Operating in a
complete Wi-Fi environment, the concierges will provide consumers
with a premium, high-tech shopping experience. At the touch of a
button, a concierge can immediately provide information about
Lincoln vehicles for prospective buyers using electronic delivery
methods, as well as arrange vehicle test drives at any one of the
more than 1,300 Lincoln dealerships across the U.S. High-resolution
plasma screens will be positioned nearby, artfully conveying the
Lincoln "Travel Well" brand theme with images, text and
interactives. Other components of the alliance include permanent
Lincoln branding in the Great Room/Atrium, as well as a unique
visual presence on the 26 LCD screens located in and outside of the
Center. Lincoln will also be the presenting sponsor of all art- and
design-related exhibits held at Time Warner Center. At least five
exhibits will be held each year featuring well known and cutting
edge artists. "The Time Warner Center brings the best in luxury to
our patrons through the finest retail, real estate and restaurant
properties," said Tim Hindert, president of Related Experiences,
the event, media and sponsorship division of Time Warner Center
real estate development team, which includes The Related Companies
and Apollo Real Estate Advisors. "Lincoln, with its commitment to
luxury and service, is a perfect fit for the lifestyle experience
we have created at Time Warner Center. We are thrilled to have
Lincoln join our consumer electronics partner Samsung and our
financial services partner, First Republic Bank, at New York's new
landmark destination." The Time Warner affiliation, which is an
exclusive automotive relationship, is the latest in a series of new
marketing and advertising initiatives from Lincoln, which will
debut five new products over four years, starting early next year.
It is also the second brand-building action Lincoln has taken in
the New York area. This spring, Lincoln launched an exclusive print
campaign in The New York Times and The New York Times Magazine
aimed at the influential opinion-leaders who read The Times.
"Lincoln has a rich history with New York City, opening its first
dealership here in 1936," said Fitzpatrick. "The Time Warner Center
alliance gives us the opportunity to be an even greater part of
this city and make an ongoing cultural contribution to this vital
community." About Lincoln Lincoln is part of the Ford Motor
Company, a global automotive industry leader based in Dearborn,
Mich., manufactures and distributes automobiles in 200 markets
across six continents. With more than 328,000 employees worldwide,
the company's automotive brands include Aston Martin, Ford, Jaguar,
Land Rover, Lincoln, Mazda, Mercury and Volvo. Its
automotive-related services include Ford Credit, Quality Care and
Hertz. Ford Motor Company celebrated its 100th anniversary on June
16, 2003. About Time Warner Center Time Warner Center, the new 2.8
million square foot complex at Columbus Circle opened to the public
February 5, 2004. The Shops at Columbus Circle and The Restaurant
Collection consist of retail, food and beverage, and entertainment
programming totaling 350,000 square feet of leasable space.
Together with Jazz at Lincoln Center's three performance halls,
opening in the fall, 2004, this world-class destination provides
New York's Westside with 500,000 square feet of dynamic restaurant,
retail and entertainment uses. The new complex also includes Time
Warner's world headquarters, One Central Park condominiums and The
Residences at the Mandarin Oriental, New York and the Mandarin
Oriental Five Star luxury hotel. The $1.7 billion project was
developed by Columbus Centre LLC, a partnership consisting of The
Related Companies, L.P. and Apollo Real Estate Advisors. About
Related Experiences Related Experiences is the sponsorship, media
and marketing arm of the Time Warner Center real estate development
team, which includes The Related Companies and Apollo Real Estate
Advisors. Related Experiences will enrich the guest experience at
Time Warner Center with luxury marketing partnership opportunities,
year-round corporate and private events and live performances and
Mediascape Solutions, the preferred Time Warner Center provider of
all media services, will work with Related Experiences to offer
complete support for all event production, on-site broadcast
production services, a site-wide media delivery system, and a full
complement of transmission services within the site and to outside
media and locations. DATASOURCE: Lincoln Mercury CONTACT: Todd
Nissen of Lincoln Mercury, +1-313-323-7668, ; or Lisa Kovitz of
Burson-Marsteller, +1-212-614-5041, , for Lincoln Mercury; or Alan
Segan, of Rubenstein Public Relations, +1-212-843-8064, , for Time
Warner Center
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