Leveraging the launch of the all-new 2013 MKZ, Lincoln sought to reclaim its position as an authentic luxury automaker and seized this opportunity to reintroduce the Lincoln brand. The success of this resurgence was critically dependent on motivating its network to rally behind the brand and embrace their role in its transformation.
As the final part of a two-phased program, we worked with the Lincoln marketing team to create a special, immersive brand experience for 900+ Lincoln dealers. With the new product, a new image and new customer service training tools, there was a massive amount of information to communicate in just two days. GPJ handled every aspect: from site/venue selection, overall strategic development, scriptwriting and speaker management to original media and event production.
GPJ answered Lincoln’s challenge by bringing the dealers to a place that embodied Lincoln’s new definition of a high touch, personalized approach – The Wynn in Las Vegas. From the hand delivered invitations and onsite concierges, to the sophisticated, lounge-style design seating, each touch-point was carefully crafted to enable dealers to see, feel and understand the brand’s transformation. But to bring the dealer transformation to the forefront, we also needed to immerse them in ah ha moments to secure their commitment for change.
Arriving guests were escorted to a unique drive experience at the Las Vegas Motor Speedway, where they had their first opportunity drive and compare the all-new MKZ to its competitive set. After the drive, they gathered at the Wynn in a curated premium environment for a state-of-the-business session and an elegant outdoor reception. The morning of day two kicked off by teaching dealers more about new Lincoln-exclusive programs in key main stage sessions. Four engaging breakout sessions followed, where Dealers learned about the details and tools to implement these new programs. The program’s crescendo was a closing meeting in the beautiful Encore Theater, featuring a sneak peak at future plans and inspiration by Lincoln. The meeting was punctuated by a very personal presentation by Steve Wynn, giving the dealers first-hand insight into building a client-focused brand.
Dealers and Lincoln client teams were overwhelming positive about the overall experience. Post-event surveys documented the positive shift in dealer sentiment and their intent to change. From the personal touches and first-hand proof on the track, to Steve Wynn’s awe-inspiring speech, every moment proved a point. The dealers left with the inspiration to change and a better understanding of what they needed to do take their business in the new direction.
