TV Campaign Breaks on Network Television on April 16

IRVINE, Calif., March 29, 2001 - In a bold departure from traditional SUV advertising, Mercury today unveiled its marketing campaign for the new 2002 Mountaineer, a vehicle poised to define the future of the Mercury brand. The campaign is supported by a high impact media schedule - including May network sweeps and season finales - kicking off April 16 on shows including Boston Public and Ally McBeal .

The integrated campaign, which includes television, print, Internet, direct and event marketing, is designed to communicate the urban functionality of the 2002 Mountaineer. This vehicle, with a leading edge, contemporary design, was directly shaped by the busy, demanding lives of its customers. It was inspired by the "world we live in" and the "the roads we travel most."

"We really identified a new mindset for the SUV category," said Deborah Wahl, marketing communications manager for Lincoln Mercury. "Our target customers want something more out of their SUV. These are individualists who want a vehicle reflecting their lifestyles and providing innovative solutions to their everyday needs." The launch began with a 12-page insert in select publications such as Bon Appetit, Fast Company and Talk magazines. The insert was designed to establish the positioning of the Mountaineer: urban and sophisticated. Showing the vehicle among beautiful city icons, the insert closes by stating that "The SUV built for here _ is here."

Following the insert, which broke in April issues, Mercury used four feature print ads to continue the urban positioning while highlighting product attributes. The creative presents the 2002 Mountaineer as an elegant extension of the environment we live in. For example, one ad titled "Strength Lives Here" positions the Mountaineer against a powerful backdrop of the Brooklyn Bridge, and addresses the vehicle's powerful 239-horsepower, V-8 engine. ....

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