• March 22, 2004

A print campaign that launched yesterday in The New York Times and The New York Times Magazine hopes to build a strong desire for the Lincoln brand. The campaign features new creative work around Lincoln's existing "Travel Well" tag line that highlights the luxury, inspired design and innovation found in Lincoln vehicles. The Detroit office of Young & Rubicam created the ads. There will be four "icon" ads per week in varying sections of The Times through 2004, for a total of 160 incremental ad placements. Built around themes of news, business, weather, fashion and entertainment, the 30 separate print ads use unexpected phrases and art to resemble the sophisticated, cultured products Times readers are used to seeing. In one ad, wheels are stacked like expensive gold rings with the caption, "Designer wheels fashioned in aluminum. Gorgeous daahling. Travel Well."