DETROIT - Lincoln is launching national TV commercials for the 2003 Aviator this week that are designed to lure first-time Lincoln buyers into showrooms.
Lincoln will use two 30-second Aviator TV spots, supported by two-page and one-page magazine ads.
The spots will appear on network shows including "Boston Public," "Law and Order," "60 Minutes," "Dateline NBC," "King of Queens" and "Everyone Loves Raymond." Magazine buys include Fortune, Esquire, Fast Company, Harper's Bazaar, Martha Stewart Living and Travel + Leisure.
The campaign was created by Y&R Companies in Irvine, Calif., Lincoln Mercury's ad agency.
The goal of the Aviator's ad campaign is to attract young, affluent professionals new to the Lincoln brand.
Lincoln's push to win young Aviator buyers comes as Lincoln Mercury executives also are spending to win back an older generation fond of the Mercury Marquis and the Lincoln Town Car.