New Lincoln Aviator Ad Campaign Takes Flight On Tv
The 2003 Lincoln Aviator, the first mid-size luxury sport utility vehicle from the brand that effectively created the full-size luxury SUV market, makes its television ad campaign debut tonight on the FOX hit show, Boston Public.
Lincoln's new national campaign, which continues to build upon Lincoln’s theme of “Travel Well,” includes two 30-second national commercials, "Dancing In The Rain" and "Dawn," as well as one regional spot titled "Antique."
The campaign showcases the Aviator’s powerful 302-horsepower engine and driving agility while leveraging its shared DNA with the distinguished Lincoln Navigator. As such, all broadcast Aviator advertising will use the tagline: “Introducing Lincoln's newest luxury SUV. The 302-horsepower Aviator. A smaller, spirited offspring of Navigator.”
The ads will hit the networks beginning in February, making a powerful impact on shows such as Frasier, Law & Order, 60 Minutes, Dateline NBC, 8 Simple Rules…, King of Queens and Everybody Loves Raymond.
"The new campaign seeks to build Lincoln’s reputation beyond luxury to include performance, agility and power," said Ann Kalass, Lincoln-Mercury marketing communications manager. "With its best-in-class features, the Aviator will attract customers to Lincoln who may never before have considered one of the company's products. Nearly 85 percent of Aviator customers are expected to be new to the brand."
The features highlighted in the commercials and make the Lincoln Aviator stand out include:
Best-in-class 302-horsepower V8 engine
Roomiest third-row seat that folds flat into the floor
Interior luxury features like heated and cooled seats, real American walnut burl wood trim, premium leather and six-way power-adjustable front seats
Best-in-class first row head- and leg- room
Exceptional towing capacity of 7,300 lbs.
The television spots run concurrent with a print campaign of two-page spreads and one-page ads in such high-profile consumer publications as Fortune, Harper’s Bazaar, Esquire, Fast Company, Martha Stewart Living, Travel & Leisure, etc. The print ads show the Aviator side-by-side with the Navigator, showing the family resemblance.
Lincoln's agency partner, the Irvine, California office of Young & Rubicam Advertising, developed the campaign.
With the redesigned Lincoln Navigator and the all-new Aviator, Lincoln now has two brand-new vehicles in the fastest growing segment of the luxury market: premium SUVs. That growth has been phenomenal – a ten-fold increase between 1996 and 2001 to more than 350,000 units. Three-quarters of those sales are now in the mid-size segment, where Aviator will compete.
Lincoln, based in Irvine, Calif., introduced a series of new products in 2002 that essentially transformed Lincoln’s retail showrooms. Lincoln’s full lineup includes: the redesigned Navigator, the all-new Aviator SUV, a refreshed LS sports sedan and a totally redesigned Town Car.