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Treasure Island Hosts International Lincoln Car Launch

13 April 1999

Treasure Island Hosts International Lincoln Car Launch

  Program Includes an Upcoming Three-Year Presenting Sponsorship of the New
                        Cirque du Soleil Show Dralion

     SAN FRANCISCO, April 12 -- Lincoln Mercury and the city of
San Francisco today kicked off an 18-day, multi-million dollar launch program
for the world's newest luxury sedan -- the Lincoln LS.
    "We welcome the opportunity to share our city with a company like Lincoln
that represents all that is good in California -- innovation, growth and
integrity," said San Francisco Mayor Willie Brown. "The income they bring into
the Bay Area will certainly be a boost to the local economy and an
international car launch highlights our desirability."
    Lincoln, California's luxury automobile maker, chose Treasure Island as
the site for the launch over other possible venues throughout the country.
    "Historic Treasure Island in San Francisco Bay is the ideal location to
introduce our dealers and media to the new Lincoln LS for two reasons," said
Mark Hutchins, president, Lincoln Mercury. "First, like the island, the
Lincoln LS is versatile, dynamic and proving to have strong relevance. Second,
we see San Francisco as the 'quintessential American city' inspiring a
luxurious lifestyle, complete with its rich cultural diversity, arts,
entertainment, institutions and attitude."
    On Treasure Island, participants will enjoy the "LS Experience" in a
former airplane hangar-turned-training center complete with tunnels, bridges
and six "Exploriums," each strategically designed and technologically
engineered to bring the features to the LS to life. One exhibit demonstrates
the car's superior weight distribution and lightweight suspension by balancing
an LS on the tip of a pyramid.
    The "LS Experience" at Treasure Island serves as in integral part of
Lincoln's new way of doing business. In addition to this unique launch,
Lincoln will introduce the new sedan to 300 San Franciscans, who received
special invitations to a non-sales, no-pressure consumer event.

    Cirque du Soleil
    As a unique element of the Lincoln LS launch, Lincoln also announced that
they are currently in discussion with Cirque du Soleil to confirm a three-year
Presenting Sponsorship of the U.S. portion of the Cirque du Soleil North
American touring show Dralion. Cirque du Soleil is a unique blend of
theatrical circus arts and street entertainment and appeals to savvy, higher
income consumers that defines a perfect association for Lincoln.
    "Lincoln's future sponsorship of Cirque du Soleil will help build
awareness of this luxury sedan with successful, independent-thinking consumers
who are among Cirque's audience," Hutchins said. "We think that this
sponsorship will create dealer excitement and support that will bring new
customers into our showrooms as well."
    The U.S. portion of the North American tour begins in September 1999 and
will tour 14 cities through December 2001.