Treasure Island hosts international Lincoln car launch

Program includes an upcoming three-year presenting sponsorship of the new Cirque du Soleil show Dralion

SAN FRANCISCO – Lincoln Mercury and the city of San Francisco kicked off an 18-day, multi-million dollar launch program for the world's newest luxury sedan – the Lincoln LS.

"We welcome the opportunity to share our city with a company like Lincoln that represents all that is good in California – innovation, growth and integrity," said San Francisco Mayor Willie Brown. "The income they bring into the bay area will certainly be a boost to the local economy and an international car launch highlights our desirability."

Lincoln, California's luxury automobile maker, chose Treasure Island as the site for the launch over other possible venues throughout the country.

"Historic Treasure Island in San Francisco Bay is the ideal location to introduce our dealers and media to the new Lincoln LS for two reasons," said Mark Hutchins, president, Lincoln Mercury. "First, like the island, the Lincoln LS is versatile, dynamic and proving to have strong relevance. Second, we see San Francisco as the ‘quintessential American city’ inspiring a luxurious lifestyle, complete with its rich cultural diversity, arts, entertainment, institutions and attitude." On Treasure Island, participants will enjoy the "LS Experience" in a former airplane hangar-turned-training center complete with tunnels, bridges and six "Exploriums," each strategically designed and technologically engineered to bring the features to the LS to life. One exhibit demonstrates the car's superior weight distribution and lightweight suspension by balancing an LS on the tip of a pyramid.

The "LS Experience" at Treasure Island serves as in integral part of Lincoln's new way of doing business. In addition to this unique launch, Lincoln will introduce the new sedan to 300 San Franciscans, who received special invitations to a non-sales, no-pressure consumer event.

Cirque du Soleil
As a unique element of the Lincoln LS launch, Lincoln also announced that they are currently in discussion with Cirque du Soleil to confirm a three-year Presenting Sponsorship of the U.S. portion of the Cirque du Soleil North American touring show Dralion. Cirque du Soleil is a unique blend of theatrical circus arts and street entertainment and appeals to savvy, higher income consumers that defines a perfect association for Lincoln.

"Lincoln's future sponsorship of Cirque du Soleil will help build awareness of this luxury sedan with successful, independent-thinking consumers who are among Cirque's audience," Hutchins said. "We think that this sponsorship will create dealer excitement and support that will bring new customers into our showrooms as well."

The U.S. portion of the North American tour begins in September 1999 and will tour 14 cities through December 2001.