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SBD/28/Sponsorships Advertising Marketing
MERCURY LOOKS TO BUILD MYSTIQUE FROM ONE-DAY AD BLITZ
Published September 28, 1994
Lincoln-Mercury and its ad agency, Young & Rubicam, roll out a $45M, one-day "blitz" tomorrow to introduce the Mercury Mystique. The campaign features 24 spots on NBC, 11 pages in USA TODAY and other promotions. Y&R Exec VP & Dir of Broadcast Bob Igiel said the idea occurred to him in January when he noted that NBC's Thursday night had become one of TV's strongest nights and the Mystique roll-out was planned for a Thursday. Igiel: "We had these shows that people work very hard to see." The campaign is compared to Apple Computer's '84 Super Bowl announcement of the Macintosh and also seen as a signal that network TV "is far from dead" (Jay Mathews, WASHINGTON POST, 9/28).