Lexus is talking looks, locales, and lifestyle with a new campaign for its 2013 LS sedan. The effort hits just about every media imaginable with a focus around four pillars: fashion, entertainment, epicurean and travel.
Besides several digital elements, there is sponsorship of the GQ “Men of the Year,” and a partnership with USA’s “Suits” that includes product integration and on-air vignettes. The former includes a three-page spread, digital homepage takeovers and an exclusive automotive presence at the Men of the Year and GQ Nights events.
Included in the USA’s “Suits” program is vehicle integration; custom on-air vignettes; broadcast, digital and social channels; an interactive game.
In the epicurean and travel worlds, Lexus will be the presenting sponsor of a new editorial platform from Travel + Leisure and CNN called “100 Places to Eat Like a Local.” The series of print, digital and broadcast content will focus on under-the-radar places to eat worldwide. Consumers can submit videos, photos, and reviews of their favorite local spots for a chance to be featured on the platform.
Lexus is also doing a partnership with Condé Nast Traveler will allow a reader to win the chance to “travel with Traveler.” The winner will report back via social and digital media for the world to see, creating new, engaging content as the campaign goes on.
Print executions will feature the LS and include lifestyle focus in publications like Wired and Architectural Digest, as well as in new luxury publications DuJour and Black Card Mag.
There will be out-of-home focused billboards, and units in New York City’s Times Square and Washington D.C., placements in private airports and executive lounges will target exclusive business, corporate and private jet travelers.
The TV buy includes a lot of pro and college football and hoops coverage on NBC, ESPN, Fox, CBS, and NFL's own network, plus buys on some 25 cable channels.
Lexus is also the second automaker to launch a partnership with The Madison Square Garden Company (MSG). The long-term marketing partnership makes Lexus a Signature Partner of MSG with year-round exposure across the company’s sports, entertainment and media properties.