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Lincoln Debuts Campaign Spotlighting Black Entrepreneurs


October 2006
 Filed under: LINCOLN Car News | LINCOLN Headlines

* The new Lincoln campaign, 'Entrepreneur,' presents the 2007 Lincoln MKX and redesigned 2007 Lincoln Navigator.
* 'Entrepreneur' tells the real-life stories of Black entrepreneurs who have reached higher and achieved the 'American Dream.'
* The redesigned Lincoln urban website, www.lincolnlounge.com, will host exclusive behind-the-scenes day-in-the-life coverage of the entrepreneurs.
* The 'Entrepreneur' campaign will start airing on select television stations, in print and radio beginning October 2006.

DEARBORN, Mich., Oct. 12 /PRNewswire/ -- Lincoln is spotlighting African American entrepreneurs in a powerful new campaign featuring Lincoln's first luxury crossover, the 2007 Lincoln MKX, and the redesigned 2007 Lincoln Navigator. The campaign, officially titled "Entrepreneur," will premiere at the Amsale Design Group's 2007 Bridal Fashion Show at Jazz at Lincoln Center, October 15, 2006, in New York City.
Recent studies have shown that African Americans are embracing entrepreneurship at ten times the rate of the general population. The "Entrepreneur" campaign captures the spirit of this achievement and celebrates individuality, innovation and success by highlighting the design excellence of two real-life entrepreneurs who are the embodiment of the American Dream -- business people who "reach higher" in everything they do. The campaign debuts in October 2006, and will have print, radio and television executions running nationwide.

"Like the power, innovation and performance that sets Lincoln vehicles apart, the Lincoln customer similarly distinguishes themselves through effortless confidence, individuality and strength," says Lincoln Brand Manager Tom Grill. "'Entrepreneur' encapsulates the essence of these individuals as they pursue their American Dream."

Advancing the American Dream

Couture bridal and evening wear designer Amsale is the subject of the Lincoln MKX ads. A native of Ethiopia, Amsale migrated to the United States to pursue an education. Frustrated by her search for a simple, yet sophisticated gown for her own nuptials, Amsale designed her own wedding dress. Realizing that many women shared her difficulty finding the "right dress," she launched her business in 1986 as a designer of fine bridal wear for a select clientele. Today, Amsale is the co-founder and chief creative director of the Amsale Design Group, which includes the Amsale, Kenneth Pool and Christos brands. Her name is synonymous with the "forever modern" approach to sophisticated design. She designs for women who desire a fashionable, sophisticated and timeless look. The spirited, elegant and understated power of Amsale reflects in her design, and likewise in her choice of vehicles. And her choice is the new Lincoln MKX, Lincoln's first crossover, boasting clean, strong lines and superior performance.

"A Higher Sense of Design," the title of Amsale's reveal of her Fall 2007 Bridal collection, continues in this spirit of effortless elegance and reflects her unique, timeless approach to design.

"I am honored to be part of such an exciting launch for Lincoln," says Amsale. "As a designer, I strive to create gowns that are effortlessly elegant and classic, yet undeniably modern. Instantly, the beautiful, clean lines of the MKX appealed to my aesthetic. It is clear that Lincoln shares many aspects of my design sensibility and I am so pleased to have the opportunity to partner with Lincoln in this new campaign."

Starring in the 2007 Lincoln Navigator ads is acclaimed furniture designer Scott Tucker, owner and creative director of In Square Circle Design Concepts, which specializes in the design and production of custom furniture. A native New Yorker, Tucker majored in the arts and today is a master craftsman respected for his unique approach to creative constructions and producing innovative, cutting-edge designs. The ads show that Tucker's confident, dramatic approach to his designs similarly reflects his choice in vehicles -- the redesigned 2007 Lincoln Navigator.

Designing the "Bigger" Story

Lincoln's redesigned urban Web site, www.lincolnlounge.com , extends the story of Amsale and Tucker through packaged mini-webisodes, which take the user behind-the-scenes for an exclusive day-in-the-life of the entrepreneurs.

"The concept was to move beyond the commercial, and share a more intimate profile of our entrepreneurs," says Grill.

Additionally, site visitors will be invited to participate in a Web-driven sweepstakes for a chance to win an Amsale original from her 2007 collection. Sweepstakes information will be featured on www.lincolnlounge.com , and supported by banner advertisements on partner Web sites like www.aolblackvoices.com , www.essence.com and www.blackenterprise.com .

The "Entrepreneur" campaign was created by UniWorld Group Inc., the African American Agency of Record for Lincoln.

The Products

This fall, Lincoln is launching four vehicles that provide direct product evidence of Lincoln's brand transformation, the strength of the brand and its invigorated direction for the future. The Lincoln MKX is the first Lincoln crossover with a carlike ride, luxury comfort and convenience. The Lincoln MKZ has a bold and distinctive exterior design, a rich inviting interior with high-quality materials and a confident, luxurious driving character. The new 2007 Lincoln Navigator's expressive design brings a unique elegance and an unrivaled presence to the full-size luxury utility segment. The new Navigator L provides an extended length with an additional 25 cubic feet of cargo space.

About Lincoln

Lincoln is a brand of Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., which manufactures and distributes automobiles in 200 markets across six continents. With about 300,000 employees and 108 plants worldwide, the company's core and affiliated automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Motor Credit Company. For more information regarding Ford's products, please visit www.fordvehicles.com .

Source: Lincoln Mercury

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