SBD/28/Sponsorships Advertising Marketing

MERCURY LOOKS TO BUILD MYSTIQUE FROM ONE-DAY AD BLITZ

     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).
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