Lexus looks to art for marketing campaign

TORRANCE, CA: Lexus is marking the debut of its redesigned flagship sedan, the LS 460, with an integrated marketing campaign that includes a traveling contemporary art exhibition called The 460 Degrees Gallery.

TORRANCE, CA: Lexus is marking the debut of its redesigned flagship sedan, the LS 460, with an integrated marketing campaign that includes a traveling contemporary art exhibition called The 460 Degrees Gallery.

The LS 460, also known as the car that parallel parks itself, is currently available.

The gallery is traveling to four cities—Los Angeles, New York, Miami and Chicago—between October 21 and January 23. Lime Public Relations & Promotion is producing the exhibition.

Brian Bolain, national interactive and contextual planning manager at Lexus, said this is the first time Lexus has redesigned every part of the LS, including the motor. The gallery serves as away to give consumers more than a 360 degree overview of the car and see every aspect of it, hence the name The 460 Degree Gallery.

"Lexus has established a bit of a new design language in the last 18 months so we really wanted to focus on the design and creativity," Bolain said. "So this notion of creating the mobile galleries gives us the opportunity to affiliate with that mindset or that lifestyle."

Jim Anstey, partner at Lime PR, said the campaign uses three different artists and four different locations that reflect the prestige of the Lexus brand and profile of the Lexus consumer.

The multi-media exhibit includes the photography of Miranda Lichtenstein, architectural installation of Arne Quinze, and video art of Pascual Sisto. In Los Angeles, the exhibit will be held in Beverly Hills, while the Manhattan exhibit will be on 5th Ave. and the Miami exhibit will be held in a townhouse in South Beach. A location for Chicago has yet to be determined.

"Other than introducing the car, it's designed to surprise consumers and engage them with the brand and let them experience it for themselves," Anstey said.

Lexus, the leading luxury car brand in the US, does not currently have an AOR. Bolain said Inform Ventures, a lifestyle marketing and PR company, is working on lifestyle media outreach for the launch as well.

Other marketing efforts include a Web site Lexus.com/460degrees and billboard and TV ads.

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