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Luxury is about more than just design—it’s about experience. Courtesy Lincoln set out to redefine the luxury automotive space in Oregon, delivering a premium, concierge-level experience for discerning drivers. Opening Fall 2024, the dealership needed more than just an announcement; it needed a strategic brand introduction that aligned with Lincoln’s elevated, design-forward philosophy while setting a new standard for automotive retail in the Pacific Northwest.
Watson developed a multi-channel launch strategy, positioning Courtesy Lincoln as the premier destination for Lincoln buyers. The approach combined digital and traditional media to build anticipation, drive awareness, and create an aspirational brand narrative that resonated with high-income luxury vehicle buyers.
The Lincoln brand is built on quiet sophistication, intuitive technology, and effortless power. To introduce Courtesy Lincoln to the Portland market, Watson crafted a narrative-driven campaign centered on exclusivity, personalized service, and the art of refined living.
The core messaging emphasized Lincoln’s distinctive appeal:
“Not everyone sees it… The way you see it. The shape. The light. The feel. Experience true, Pacific Northwest Luxury… At Courtesy Lincoln of Portland.”
This poetic, sensory-driven approach elevated Courtesy Lincoln beyond a standard dealership launch, aligning the brand with Lincoln’s philosophy of sanctuary, seamless technology, and curated design.
To ensure a high-impact launch, Watson built a paid media strategy that maximized impressions while precisely targeting high-net-worth individuals actively shopping for a luxury vehicle.
Television remains a powerful medium for luxury brands, offering a high-visibility platform to reach affluent audiences in their homes. The campaign leveraged cable and OTT (over-the-top) streaming services, ensuring high engagement rates across premium networks.
The TV and streaming ad placements targeted an audience of $150K+ household income earners in the Portland Metro area, focusing on networks such as CNN, ESPN, and HGTV.
Beyond traditional media, Watson deployed a precision-targeted digital campaign, ensuring high engagement with the right audience.
Courtesy Lincoln’s launch campaign exceeded expectations, generating significant engagement and brand awareness ahead of the dealership’s opening.
Over 62,000 impressions were delivered through OTT advertising, with an exceptional 98.14% video completion rate, indicating strong viewer interest.
The “Lincoln Now Open” campaign alone drove 45,517 impressions, nearly all of which resulted in full video views, demonstrating high relevance and engagement with the target audience.
With a compelling brand introduction, strategic targeting, and premium storytelling, Courtesy Lincoln’s launch campaign successfully positioned the dealership as the new home of Lincoln luxury in Oregon.
“Lincoln is a brand that embodies effortless power and luxury. Our approach was to ensure that Courtesy Lincoln’s launch reflected that same level of refinement and sophistication. By blending high-end creative with a data-driven media strategy, we ensured this new dealership opened with immediate recognition and prestige.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
