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Carnegie Hall Names Lincoln Official Car of 1998-99 Season

23 September 1998

Carnegie Hall Names Lincoln Official Car of 1998-99 Concert Season

    NEW YORK, Sept. 23 -- Starting with the opening concert of
the season tonight, Lincoln will be the official automobile of Carnegie Hall's
1998-99 season, marking the first affiliation of the Hall with an automotive
company.
    "We are thrilled that Lincoln, itself a great American institution, has
become our partner in support of a great season of music," said Judith Arron,
Carnegie Hall executive director.
    As the official automobile, Lincoln will be the exclusive sponsor of
several performances throughout the year, including those by the Carnegie Hall
Jazz Band, the New York Pops, the Vienna Philharmonic, and pianist Alfred
Brendel.  Lincoln also is providing additional support of the season-opening
gala, featuring the San Francisco Symphony led by Michael Tilson Thomas, with
guest artists Audra McDonald, Brian Stokes Mitchell and Frederica von Stade,
in a program titled "George Gershwin at 100," in celebration of the Gershwin
centennial.
    "Through this arrangement, Lincoln has found another way to reach the New
York market," said Jim Rogers, general marketing manager for Lincoln.  "By
taking our products to New Yorkers, we're letting the diverse group of music
aficionados who attend concerts at Carnegie Hall know that Lincoln has a lot
to offer them."
    Rogers added that Lincoln-Mercury, with world headquarters in Irvine,
California, sees the alliance as more than just a marketing opportunity,
though.
    "This is a strategic pairing of one of the world's premier music halls
with one of the best-known luxury car brands in the world," he explained.
"But beyond the business aspects, we're looking forward to some wonderful
music throughout the season."
    Before the start of each of the performances, a 1999 Lincoln Town Car,
Continental or Navigator, as well as a future Lincoln product, will be
displayed in front of the main entrance to Carnegie Hall on New York's 57th
Street.
    Additionally, Lincoln will be featured in New York Times advertisements
generated by the Hall; in Stagebill, the house program; and in a wide range of
Carnegie Hall marketing and promotional materials.