To build content appealing to the target audiences of the Lincoln MKX, who love regional travel, interesting culinary experiences, and the performing arts, we set out to make 4 films in target market regions across the US, and created extended content including written articles and social photography to complete the package. In addition, we developed another dozen content packages without films in these key regions. The result gave Lincoln inroads to connect with new audiences over shared interests, while subtly demonstrating details of the MKX product.
My goal was to bring together creative collaborators who are great at demonstrating the dream of travel, with the added goal of digging a little deeper into the people and stories you come across when you're on the road. This gives audiences a "why" to connect over, and some insider details to share over cocktails, ideally. (If they'd share it over cocktails, they share it online, too!)