Lincoln re-enters the luxury market with a relaunch of its flagship nameplate, the Continental. The opportunity was to feature the level of craftsmanship and engineering to a market whose perception was that the brand less relevant. How does a heralded brand regain its luster and reach? Start by speaking to new audiences in new ways, with the help of Foundry 360.
We created a high-quality print magazine for Lincoln, along with a distribution plan that successfully drove consumers into dealerships. “Defining Luxury” also benefited from a partnership with Travel + Leisure, a Dotdash Meredith brand.
In 2017, a survey of ‘Defining Luxury’ recipients was conducted, yielding strong results in terms of changed perceptions of the brand.