Ford Motor Co's Lincoln brand is expanding its owner loyally program to offer a collection of experiences through the brand’s network of hospitality collaborators.
Lincoln first introduced Lincoln Access Rewards last fall, providing the chance to earn points that can be redeemed for future new vehicles, dealer services and member-exclusive offers.
Clients who purchase or lease a new vehicle earn points in a tiered approach based on the vehicle’s trim level.
The program now offers a collection of culinary, entertainment, health and wellness and travel experiences in major cities like Los Angeles, Miami, Nashville and New York.
Among the new rewards are stays at partner hotels like the Mondrian Los Angeles, Dream Hollywood and Dream Nashville; complimentary dinner for two at one of over 50 Culinary Collection Restaurants, such as Scarpetta – New York; a leather shopper tote from fellow Detroit-based luxury brand, Shinola; or a Zingerman’s Bread Club six-month membership.
New rewards will be added on a quarterly basis, says Karen Silveri, client experience manager of Lincoln Access Rewards.
The program is another way to show clients "our appreciation for choosing Lincoln,” Silveri tells Marketing Daily. “We are continuously exploring unique experiences that are distinctly Lincoln, and working with our broader network of collaborators in an effort to keep the rewards offering fresh.”
Since this is an enhanced loyalty program for Lincoln clients, the automaker is promoting the collection through one-on-one communications like the Lincoln Way app, and the Lincoln owner site, she says.
The pandemic has not affected or delayed the addition of new benefits, she adds.
“Our plan was to expand the rewards collection this summer,” Silveri says. “However, we do take into consideration the health and safety of our clients, employees and partners. With the higher tier offerings, such as the hospitality and culinary rewards, we are taking extra precaution to ensure adherence to health and safety standards.”