• by Karl Greenberg , November 14, 2008

Lexus is sponsoring today's launch of what might be called a digital optimist's club. The new Web program, "Good News," is by "Good," a new multi-platform media company purportedly for people who want to live well and do good deeds. The Web program, at www.Good.is/news, includes a daily 90-second video episode focused on world events, business, arts, culture and science with an upbeat mien.

Ian Chillag, former producer of NPR's "Fresh Air with Terry Gross," will be the Webcast's managing editor. The central figure in the Webcast is an animated news anchor--a blue, bespectacled figure who reads the news and interviews real people.

Lexus will have its brand and vehicles showcased in Lexus news vignettes, and the brand will sponsor Good's editorial and forthcoming "State of the Planet" issue, which asks readers to submit nominations of people doing good in their communities.

Steve Jett, Lexus' National Marketing Communications Manager, says the division will use the partnership to showcase the Lexus hybrid lineup: LS 600h L, GS 450h and RX 450h.

He says Lexus is running 15-second pre-roll video on the Web site before the "Good News" episodes. "The in-video branding will ensure Lexus does not lose presence on the videos that are viewed outside of the Good Web site, such as You Tube, MSN, or Yahoo," he says. The "Good News" content will also be on MySpace and as a podcast on iTunes.

Jett says that Lexus will also run traditional online banners on "Good News" as well as print ads in the January/February, March/April, May/June, and September/October issues of Good magazine.

"We thought they would be an ideal partner for our hybrid message. We also feel readers of "Good" share a passion for discovering products and technology that allow them to maintain their lifestyle without sacrificing luxury or style--much like our hybrid owners."