The Tri-State area -- a huge one for Lexus, and especially Lexus crossovers and SUVs (the Northeast is the biggest SUV market in the world) -- is launching a campaign around golf with the Metropolitan Golf Association (MGA). Dealers in New York, New Jersey and Connecticut are tying in with the MGA for a co-branded advertising and content play on CBS radio, television and digital properties in New York.
The effort, "Lexus Perfect Drive," with an assist from WFAN-AM/FM personality Craig Carton, was developed with CBS Altitude with Lexus agency El Segundo, Calif.-based Team One. It includes vignettes on WFAN-AM/FM, WCBS 880, WCBS-FM, and CBS 2 New York, and www.cbsnewyork.com.
The effort reviews famous golf courses, while interviewing each club’s top golf pro, who speaks about how to conquer that course’s toughest hole. Lexus says the campaign hits a different golf course during each week of the three-month campaign.
The promotional side of the effort is intended to bring listeners to the 21 area dealerships where, hopefully, they will take a test-drive and enter to win a VIP experience at a local golf club. One grand prize winner will receive a trip to a famed golf resort in Ireland, according to Lexus, which has its own dedicated site for the campaign, www.lexusperfectdrive.com.
On a national scale, the Torrance, Calif.-based Toyota Motor Sales luxury division signed on as official vehicle of the U.S. Open Championships, which is taking place this month at the Pinehurst Resort & Country Club in the Village of Pinehurst, N.C. The sponsorship, in association with the United States Golf Association (USGA) involves product placement and a fleet of 400 Lexus cars and SUVs for players and pros to tool around in. There is also a vehicle display component focusing on the 2015 RC 350 F Sport coupe, and an experiential program with an interactive Lexus lifestyle and product exhibit. Lexus also launched “The U.S. Open: Drive to Pinehurst,” a three-part series at USOpen.com, about three North Carolina–based amateur golfers.