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Lincoln-Mercury $100,000 Sponsorship Supports Commitment to Californians

26 September 1997

Lincoln-Mercury $100,000 Sponsorship Supports Commitment to Californians

    LOS ANGELES, Calif., Sept. 26 -- As part of a series of
branding initiatives platformed as "The Changing Face of Lincoln", Lincoln is
donating $100,000 in sponsorship funds to the star-studded Macy's and American
Express 1997 Passport Fashion Show.  The event, to be held at the Barker
Hangar in Santa Monica on Friday, September 26, is aimed at raising funds and
awareness for a variety of local AIDS organizations.
    Featuring the 1998 Lincoln Navigator, the sponsorship illustrates
Lincoln's commitment and its investment in the California market where
Navigator sales are among the highest in the country.  Fueled by the support
of dealers in the Golden State, Lincoln has taken a unique marketing approach
targeting California residents.
    "Understanding the customers in California -- their needs, values and
interests -- is part of the `Changing Face of Lincoln'," states Don Sparkman,
regional manager, California Region, Lincoln-Mercury Division.  "We want to
make sure that as we launch new products we are listening to our California
customer and clearly communicating our messages.  The sponsorship of Macy's
Passport '97 is a way of saying Lincoln is committed to our California
customers."
    California is well known as a place where people are passionate about
their cars and where automotive trends begin.  Lincoln is introducing a family
of new vehicles that will have particular appeal to Californians' taste for
style, performance and engineering excellence.  Among these new Lincoln
products are the just introduced 1998 Navigator, the restyled 1998
Continental, and the completely redesigned 1998 Town Car -- due this November.
In early 1999 the all-new Lincoln LS6 and LS8 will enter the luxury
performance sedan market.
    In addition to the financial commitment to Macy's and American Express '97
Passport Fashion Show, Lincoln is also donating 18 Navigators that will
transport attending celebrities.  An additional $1,000 will be donated by
Lincoln to Passport '97 for each 1998 Navigator license plate that is signed
by a celebrity.

SOURCE  Lincoln-Mercury