Brand Launch – Beijing

A highly orchestrated experience to immerse selected media, key opinion formers and dealers in the Lincoln brand and culture and to confirm the brand’s arrival in China.

This was followed by a high profile press conference at Auto China to mark the brand’s official China launch, and unveil the exciting MKX Concept.

The project comprised content strategy direction and scriptwriting for both events, including speeches for CEO Alan Mulally and Global President of Lincoln, Jim Farley – as well as scripted interviews for some of China’s leading figures from the worlds of business, architecture and film.

The brand launched to over 150 media, 70 dealers and over 10,000 public guests – generating positive media coverage globally.

Agency: Imagination