Carnegie Hall Names Lincoln Official Car of 1998-99 Season
23 September 1998
Carnegie Hall Names Lincoln Official Car of 1998-99 Concert SeasonNEW YORK, Sept. 23 -- Starting with the opening concert of the season tonight, Lincoln will be the official automobile of Carnegie Hall's 1998-99 season, marking the first affiliation of the Hall with an automotive company. "We are thrilled that Lincoln, itself a great American institution, has become our partner in support of a great season of music," said Judith Arron, Carnegie Hall executive director. As the official automobile, Lincoln will be the exclusive sponsor of several performances throughout the year, including those by the Carnegie Hall Jazz Band, the New York Pops, the Vienna Philharmonic, and pianist Alfred Brendel. Lincoln also is providing additional support of the season-opening gala, featuring the San Francisco Symphony led by Michael Tilson Thomas, with guest artists Audra McDonald, Brian Stokes Mitchell and Frederica von Stade, in a program titled "George Gershwin at 100," in celebration of the Gershwin centennial. "Through this arrangement, Lincoln has found another way to reach the New York market," said Jim Rogers, general marketing manager for Lincoln. "By taking our products to New Yorkers, we're letting the diverse group of music aficionados who attend concerts at Carnegie Hall know that Lincoln has a lot to offer them." Rogers added that Lincoln-Mercury, with world headquarters in Irvine, California, sees the alliance as more than just a marketing opportunity, though. "This is a strategic pairing of one of the world's premier music halls with one of the best-known luxury car brands in the world," he explained. "But beyond the business aspects, we're looking forward to some wonderful music throughout the season." Before the start of each of the performances, a 1999 Lincoln Town Car, Continental or Navigator, as well as a future Lincoln product, will be displayed in front of the main entrance to Carnegie Hall on New York's 57th Street. Additionally, Lincoln will be featured in New York Times advertisements generated by the Hall; in Stagebill, the house program; and in a wide range of Carnegie Hall marketing and promotional materials.