Lincoln on Mission to Attract Black Millennials

Raj Register, multicultural communications manager for Lincoln Motor Company, speaks to guests at the Lincoln VIP Experience at SiriusXM's northeast D.C. headquarters on Aug. 26. (Shevry Lassiter/The Washington Informer)

For Diner en Blanc, one of the District’s premier events, Lincoln Motor Company crafted a VIP experience to show a trendy group of millennials that Lincolns are not just for their grandparents, but them too.

In the parking lot of SiriusXM’s Northeast headquarters, dozens of people clad in white could be seen hopping into a fleet of brand new Lincoln cars including the MKZ, MKS, MKX and the Navigator. The automobiles escorted the group to the heart of D.C. in late August to partake in the largest annual pop-up dinner the city has to offer.

From the beginning of the VIP experience to the end, black entrepreneurs products and services took center stage.

Raj Register, multicultural communications manager of Lincoln, said this was done on purpose.

“It was definitely intentional to employ young Black entrepreneurs,” she said. “It didn’t just happen that way, everything that we’re doing for this experience is intentional. From Sirius, to the caterer and event staff that we hired including myself – we are here to represent the greatness of African American culture.”

The Lincoln experience began with an in-studio performance by recording artist Mali Music, followed by a seated dinner at Diner en Blanc with a customized gourmet menu.

“Our goal is to not only create an experience to show people what Lincoln is about but also show that there are other consumers that love Lincoln and want to experience the brand too,” Register said.

In charge of engaging communities of color, Register and her team decided upon research that the clients they want to target are in markets such as D.C. Chicago, Dallas and Atlanta.

“We understood that it’s an amazing event,” she said. “It obviously started in Paris, but it’s very relevant in the U.S. Events like Diner en Blanc are a great place to engage our consumers.”

At the end of the night, VIPs returned the way they came, as the Lincolns chauffeured them back to SiriusXM where gift bags awaited them.

“Part of our goal here is to raise awareness,” Register said. “We want to show people what beautiful modern products we have. Even from a digital and social perspective, it’s great to be in places where millennials as well as some of our younger cohorts are. Just to show them that this is not your grandfather’s vehicle — not that we’re excluding grandfathers — but this is a very relevant vehicle.”


About Sarafina Wright –Washington Informer Staff Writer 219 Articles
Sarafina Wright is a staff writer at the Washington Informer where she covers business, community events, education, health and politics. She also serves as the editor-in-chief of the WI Bridge, the Informer’s millennial publication. A native of Charlotte, North Carolina, she attended Howard University, receiving a Bachelor of Arts in Journalism. A proud southern girl, her lineage can be traced to the Gullah people inhabiting the low-country of South Carolina. The history of the Gullah people and the Geechee Dialect can be found on the top floor of the National Museum of African American History and Culture. In her spare time she enjoys watching either college football or the Food Channel and experimenting with make-up. When she’s not writing professionally she can be found blogging at E-mail: Social Media Handles: Twitter: @dreamersexpress, Instagram: @Sarafinasaid, Snapchat: @Sarafinasaid

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