Lincoln will pursue affluent consumers who pass through the Time Warner Center in New York.
The luxury automaker agreed last week to a three-year partnership with Time Warner Inc. The deal, which begins in October, makes Lincoln the exclusive automotive sponsor of the building that houses the media giant's headquarters.
The center opened in February. It includes luxury condominiums, a five-star hotel, shops, restaurants and performance halls for the Jazz at Lincoln Center program.
Lincoln will display two of its vehicles in the building's front lobby. The display also will include interactive high-definition TV screens that convey product information.
Lincoln employees based at the center will connect prospective buyers to more than 1,300 U.S. dealers with a hand-held personal digital assistant and will arrange test drives.
"We'll be able to monitor the hand-raisers, how we collect them and ultimately, how we put them into our dealer network," says John Fitzpatrick, general marketing manager of Lincoln Mercury.
Lincoln plans to display its new Mark LT pickup and Zephyr sedan at the center, as well as its next-generation Aviator, a car-based crossover vehicle.
The display also could include two new sedans that Lincoln expects to launch in 2007 and 2008.
The deal gives Lincoln space on the 26 information screens inside and outside the Time Warner Center. It provides a display area behind the center's main concierge desk.
Lincoln also will sponsor all art and design exhibits at the center. There will be at least five such events each year.
The automaker would not reveal the cost of its partnership with Time Warner.
Lincoln launched another New York-centered promotion this spring. Advertisements in The New York Times tied Lincoln to other brands of luxury goods.
There are about 80 Lincoln dealerships in the New York metropolitan area.