New Lincoln website unifies carmaker's efforts to attract black consumers  

(December 19, 2005) Ford Motor Company's automotive luxury brand Lincoln is launching a new lifestyle-oriented custom website, www.lincolnlounge.com. The website was debuted officially on Monday December 19, with a sweepstakes offer for site visitors to win a unique Mark LT luxury pick up, customized by auto industry experts DUB under the personal direction of Magic Johnson.

Lincolnlounge.com is an on-line destination for urban consumers, letting them experience the Lincoln brand in a manner distinctive to their individual taste and style. The site is engaging, showcasing Lincoln's major marketing activities, programs and promotions, new vehicles, as well as serve as a secondary research channel to gain additional insights from consumers about their perspectives on the brand.

"Lincoln's marketing efforts in the urban environment have worked well for the brand and we will continue pushing ahead with unique, innovative, targeted initiatives such as lincolnlounge.com," says Darryl Hazel, vice president, Marketing. "This new website is another way Lincoln is engaging the consumer in a more personal and relevant manner."

Lincolnlounge.com features various channels with lifestyle-oriented content and vehicle spotlights. The site opens with the site tour ambassador, NBA legend and entrepreneur Earvin "Magic" Johnson, who provides the user a personal, guided introduction.

"Urban customers are savvy about purchases, particularly vehicles, and they are very fickle about what they want," says Kimatni Rawlins, president, Automotive Rhythms, an urban automotive media and entertainment company. "The approach consequently would be to offer them stories in their voice, on subject matter important to them."

Alongside media properties such as the Automotive Rhythms and DUB, content providers will also include fashion, music and retail entities that resonate with the target user, yet appeal to the Lincoln core essence of luxury and style.

The web site is being launched with online advertising on sites such as bet.com and blackplanet.com. As well, there will be awareness through other brand communication vehicles such as print ads and promotions, and word-of-mouth awareness through urban on-line community chat rooms.

As part of the launch plans, visitors to the site will be invited to participate in a sweepstakes offer for a chance to win a fully tricked out Magic DUB edition Lincoln Mark LT. Customized by urban auto industry experts DUB, and under the direction of Magic Johnson, the Magic DUB edition Lincoln Mark LT includes special custom features such as 24" rims, suede and leather interiors, lower grill insert, 7" TV monitors for seats, DVD/LCD in dash head unit, 15" Flip down LCD center, window & tail light tints and amplifiers. The sweepstakes will run from December 15, 2005 through January 31, 2006, 11:59 PM (ET).

"The 2006 Lincoln Mark LT already has that special style and sophistication unique only to the Lincoln brand," says Magic Johnson. "My vision was to add that 'magic touch' to something that was already great, and we've scored big with the Magic DUB edition Lincoln Mark LT. It certainly is a great example of all that is Lincoln luxury."


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Latest 'Buying Power' report shows black consumers spending more on home life

As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.

According to the newest edition of “The Buying Power of Black America” report, African-American households are tightening their belts when it comes to dining out, expanding their wardrobes, and leisure activities out of the home. At the same time, they are increasing their spending on home repairs and remodeling, audio and...
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