Lincoln and New Edition Join Forces to Enhance Brand Appeal in Urban Markets

Lincoln and New Edition Join Forces to Enhance Brand Appeal in Urban Markets

LOS ANGELES, May 27 /PRNewswire/ -- Ford Motor Company's Lincoln Brand and R&B supergroup New Edition today announced a unique marketing collaboration tied to the 30-city "2005 New Edition Concert Tour." The two iconic brands, with strong, celebrated pasts are reinvigorating their images among urban consumers with Lincoln's launch of new vehicles -- like the all-new 2006 Lincoln Mark LT -- and New Edition's recent album One Love.

The multi-fold co-branded partnership involves integration of the Lincoln Brand in the 30 cities of the concert tour. Lincoln will have a featured role in the opening act of the concert with a 2 minute theatrical video -- that features Lincoln vehicles -- serving as lead-in for New Edition's on-stage performance. The video portrays the five members of New Edition admiring the Lincoln vehicles. They are so fascinated by the vehicles that they decide to experience the Lincoln ride by taking one each for themselves.

"The Lincoln and New Edition partnership represents a merging of two renowned and timeless brands," says Al Giombetti, president of Lincoln Mercury. He adds, "The collaboration is part of a larger targeted marketing effort that re-positions the Lincoln brand within the urban consumer market space."

Adds New Edition's Michael Bivins, "We are excited about the alliance with Lincoln. Both New Edition and Lincoln represent similar things -- style, class and sophistication. We both are embarking on a new and exciting phase in an already successful history, yet we continue to remain true to our core values."

Lincoln integration will also include brand presence on the official tour buses and Lincoln vehicles will transport New Edition members within the local markets along tour stops.

The "2005 New Edition Tour" kicked-off last weekend in Raleigh, North Carolina and will visit 30-major cities across the country including Los Angeles (May 27), Washington D.C. (June 3, 4), Detroit (June 5), New York (June 10) and Chicago (June 26). For tour dates, visit http://www.itgirlpublicrelations.com/.

In Atlanta recently (April 20), New Edition was the featured entertainment at "Step into Unexpected Luxury," signature Lincoln luxury events designed to introduce the 2006 Lincoln Mark LT to select markets. New Edition will again be featured at these events on June 1 in Washington DC and June 15 in Miami.

About New Edition

21 years together and 40 million records sold, this musical supergroup has been topping charts since their debut in 1983 when they released Candy Girl which spawned three #1 hits on both the R&B and Pop charts, and solidified them as teen pop phenomenon's. Over the years, New Edition has released over 10 albums and the members have branched out and launched successful solo careers. Their recent #1 single "Hot 2 Night" and the launch of a national tour in support of last year's chart topping album One Love is how they've become known as one of the most successful R & B groups of their generation.

They were recently the subjects of VH1's Emmy nominated series "Behind the Music," spotlighting the success and struggles of this supergroup. The segment garnered some of the series' highest ratings ever in the African American markets.

Source: Ford Motor Company

CONTACT: Lincoln Contacts - Shelley O'Connor, +1-212-219-7187,
soconnor@uniworldgroup.com, or Sara Tatchio, +1-313-594-3744,
statchio@ford.com; or New Edition Contacts - Juliette Harris,
juliette@itgirlpublicrelations.com, or Amy Malone,
amy@itgirlpublicrelations.com, all for Ford Motor Company, +1-310-577-1122

Web site: http://www.itgirlpublicrelations.com/

NOTE TO EDITORS: Go to http://media.ford.com for news releases and high- resolution photographs.

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Profile: intent