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The New Lincoln MKX Crossover Will Be Marketed for Women

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On: Fri, Oct 29, 2010 at 9:15AM | By: Sherry Christiansen

The New Lincoln MKX Crossover Will Be Marketed for Women

A new advertising campaign has been launched to promote the 2011 Ford Luxury MKX crossover, a move designed to expand the brand's efforts to differentiate new Lincoln product in the luxury auto market. The "Touch Me All Over" campaign was designed to show consumers that the Lincoln of today is "sexy and smart."

The new marketing effort will reach out to would-be buyers through television, radio, and print campaign with the main goal of attracting women’s attention, particularly upwardly mobile women in the urban market. TV spots will appear on such outlets as BET, TV-One, The Gospel Music Channel, and CNN.

In the television commercial the Lincoln’s MKX technological features are focused on, such as the MyLincoln driver connect. The actress in the commercial plays an attorney who was just named partner, and uses the car’s technology to find a yacht party. After she takes off in her Lincoln crossover, she uses her Ford SYNC feature to find her favorite song.

The print ads display the “Touch Me All Over” campaign as well, and also focus on the MyLincoln Touch driver connect technology. They have appeared in Sister 2 Sister, Essence, Ebony, Heart & Soul, and Black Enterprise Magazine, as well as Vibe.

Market research revealed that there was a strong appeal for the MKX among multi-cultural women and, as a result, several experimental marketing programs have been launched through 2011.

"This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX," said Shawn Lollie, Lincoln multicultural marketing manager. "We're going to really highlight how Lincoln products are an extension of a person's life—in this case a successful African-American woman's—and how Lincoln MKX offers consumers the entire package in both its exterior and interior offerings."

The 2011 Lincoln MKX has been refreshed with new features Including new fenders with a purposeful raised arch over each front wheel. The hood, fascia, and grille are all new, but there’s no mistaking the trademark Lincoln split-wing grille design. Headlamps have also been updated as bi-functional projector beams, with adaptive HID lamps as an option. Along the body flanks, the lower cladding is accented with a cleanly tapered chrome accent strip, chrome-plated door handles, and a keyless entry keypad. The 2011 Lincoln MKX luxury crossover has a starting price of a little over $39,000.

"We chose to spotlight the fact that the Lincoln MKX is more than a vehicle; it's an extension of a woman's lifestyle," said Lollie. "It's not just a vehicle for flash; it's a vehicle that offers substance."

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alewis | 12:45PM (Mon, Nov 8, 2010)

Even though I am not in the Urban Market, I would be interested in the MKS crossover SUV. I Think it's a Great Suv for the everyday family!

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