Direct Mail to Target Repeat Buyers

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DETROIT ( -- Ford Motor Co., Dearborn, Mich., took the wraps off its redone 2003 model Lincoln Town Car on Monday at its annual holiday press gathering.

The car goes on sale in May. Kevin Kelley, the new president of Lincoln Mercury, told that marketing for the car will be very targeted. Since 65% of Town Car's loyal buyers don't consider another brand, direct mail will be widely used.

Although he declined to reveal specifics, he said spending "will be appropriate for this launch."

WPP Group's Y&R Advertising, Irvine, Calif., handles the advertising and direct mail business.

The marketer spent $5.3 million in measured media on Town Car in the first half of 2001 and $20.5 million last year, according to Taylor Nelson Sofres' CMR.

The Town Car is popular with older buyers. Lincoln has been trying since the launch of its Navigator sport utility vehicle to woo younger consumers.

Mr. Kelley said the brand's positioning and tagline of "American Luxury" will continue.

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