Ford Motor Co.’s Lincoln luxury brand is launching its biggest advertising campaign, a multimedia initiative that will include a one-minute spot during the Super Bowl on Feb. 3. The ads, appearing in conjunction with the launch of the 2013 MKZ sedan this month, will go live Monday accompanied by events in New York, Miami and Los Angeles.
Ford CEO Alan Mulally and global Lincoln chief Jim Farley will host a press conference at Lincoln Center in New York today.
They are expected to announce the rebranding of Lincoln as Lincoln Motor Co., the name it had when Ford Motor Co. purchased it in 1922.
The rebranding was first reported in September by Automotive News.
Matt VanDyke, Lincoln’s global head of marketing, sales and service, said the campaign is meant as a “call to action” to signal that the 97-year-old brand is in for a big change.
