Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more of
their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News. The
report analyzes spending for black households in 2008 and finds that
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Lincoln MKX Crossover targets black women in new UniWorld ad campaign
(October 18, 2010) Lincoln has unveiled a new urban advertising campaign
for the 2011 Lincoln MKX crossover, a move designed to expand the
brand's efforts to differentiate the new Lincoln product in the luxury
auto market. The "Touch Me All Over" campaign intends to show consumers
that the Lincoln of today is both sexy and smart.
The campaign, which was created by the UniWolrd Group, features TV,
print, radio and digital executions that are designed to appeal to
upwardly mobile women in the urban market, with TV spots appearing on
such media outlets as BET, TV-One, The Gospel Music Channel and CNN
Research showed an especially strong appeal for the MKX among
African-American women. As a result, several experiential marketing
programs will be introduced in 2010 and 2011 to support the campaign.
"This campaign was designed to spotlight the new level of luxury, style
and technology found within the 2011 Lincoln MKX," said Shawn Lollie,
Lincoln multicultural marketing manager. "We're going to really
highlight how Lincoln products are an extension of a person's life -- in
this case a successful African American woman's, -- and how Lincoln MKX
offers consumers the entire package in both its exterior and interior
The TV spot, which was shot in and around Los Angeles, features beauty
images of the vehicle while showcasing some of the technology found on
the Lincoln MKX, such as MyLincoln Touch driver connect technology,
which comes standard on Lincoln MKX.
In the ads, which begin airing today, the actress is seen using her
MyLincoln Touch technology to locate a friend's party on a yacht after
finding out she has just been named partner for her law firm. As she
drives along she activates SYNC to locate her favorite song, smiling and
thinking to herself that she has it all, including the vehicle to go
along with her luxurious lifestyle.
The new print ads also follow the "Touch Me All Over" campaign theme and
are designed to focus on MyLincoln Touch driver connect technology while
also providing a full view of Lincoln MKX. The ads will appear in Black
Enterprise, Sister 2 Sister, Juicy, Essence, Ebony, Heart & Soul,
Upscale and Vibe Magazine.
"We chose to spotlight the fact that the Lincoln MKX is more than a
vehicle; it's an extension of a woman's lifestyle," said Lollie. "It's
not just a vehicle for flash; it's a vehicle that offers substance."