The Lincoln Way
If a brand needs to relaunch in a market where it is relatively little known with a concept that’s new, it has to do more than making a splash.
It has to have its ‘reinvention’ clearly understood. Lincoln describes its MKZ range of luxury cars as a ‘collection’. We reinforced this connection between ‘Lincoln’ and ‘art’ by reintroducing the brand to Chinese customers within beautiful pop-up art spaces in six cities.