Lincoln Mercury is dangling a trip to Jacksonville during Super Bowl weekend as part of its integrated marketing campaign for its 2006 Lincoln Mark LT luxury truck.
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| The new Mark LT truck |
The “Jet to Jacksonville” sweeps begins today at
Lincoln.com, and runs through Jan. 9. The grand-prize includes round-trip coach air transportation for two, five-day/four-night hotel accommodations, ground transportation and two tickets to the
Sports Illustrated Super Swimsuit Party and the
Sports Illustrated Tailgate and Post Game Party. Lincoln is the exclusive automotive sponsor of
Sports Illustrated’s Super Swimsuit Party, and there will be two Lincoln Mark LT vehicles on display along the red carpet leading up to the party.
The Mark LT campaign will also feature Lincoln’s first Super Bowl ad in more than a decade. The 30-second spot will air during the first half of the game, and will be supported by print buys in places such as the pre-and post- Super Bowl editions of USA Today and Sports Illustrated. The TV spot also will have a digital extension on Lincoln.com beginning on Super Bowl Sunday.
The automaker said the campaign is a key part of Lincoln’s plan to broaden the showroom and build momentum and profitable growth by introducing 11 new Lincoln Mercury products in six segments over four years.
Young & Rubicam, New York, handles.
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