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Lincoln and Cirque Du Soleil Sign North American Presenting Sponsorship Agreement

29 April 1999

Lincoln and Cirque Du Soleil Sign North American Presenting Sponsorship Agreement

    IRVINE, Calif., April 29 -- Lincoln Mercury today announced a
three-year marketing association with Cirque du Soleil, securing Lincoln the
Presenting Sponsor rights for the U.S. portion of the troupe's North American
Tour titled Dralion.
    The innovative circus art and entertainment show is being paired with the
introduction of the new Lincoln LS luxury sport sedan, which will begin
arriving next month at Lincoln dealerships.  The tour is expected to draw
nearly three million spectators for 1,000 shows.
    "The partnership will help to reinforce the luxury profile of our new
Lincoln sport sedan, while reaching a younger, more energetic audience," says
Jim Rogers, vice president, marketing, Lincoln Mercury.  "This unparalleled
event strikes the right statement for the Lincoln LS brand personality."
    Lincoln's name will be recognized in the Dralion logo, which will be used
in all advertising, promotional and public relations efforts to support the
U.S. portion of the North American tour, which kicks off in Santa Monica this
September.  Lincoln also will have an extensive on-site presence including
vehicle displays, signage and advertising.
    "Lincoln expressed it's idea of a perfect client as one who reflects
understated elegance, which led me to believe that this client will naturally
connect with the art reflected in our performances," says Jacques Marois,
general manager, Americas Division, Cirque du Soleil.  "This innovative
association with Lincoln will be a most interesting experience for us."
    "The Cirque du Soleil property is visually stimulating, representing a
unique experience for consumers," says Michael Hughes, president, Wunderman
Cato Johnson Irvine, Lincoln Mercury's event marketing company.  "This
presenting sponsorship was identified as a perfect fit with the active and
unexpected personality of Lincoln's much-anticipated foray into the luxury
sport sedan market."
    Cirque du Soleil was created in 1984 in Quebec and is currently based in
Montreal.  Since its inception, Cirque du Soleil shows have been performed for
more than 17 million people in 120 cities worldwide.  Cirque du Soleil uses no
animals but rather a mix of circus arts and street entertainment using wild
costumes, dramatic lighting and original music.
    The Lincoln lineup of luxury vehicles includes the Lincoln Navigator,
Lincoln Town Car, Lincoln Continental, and the all-new Lincoln LS luxury sport
sedan.