Thus, with the debut of the third generation of the RX, Lexus launches a new reinvention campaign as well. For those who don't know, the RX is the vehicle on which the RX 350 and RX 450h, the first hybrid luxury sport utility vehicles are based.
"When Lexus first debuted the RX, we created an automobile that met a much-overlooked consumer need, resulting in the creation of an entirely new class of vehicles," said Dave Nordstrom, vice president of marketing for Lexus. "The next generation RX takes our passion for innovation to an entirely new level. More than ever before, this car is designed with the driver in mind - from the intuitive interior to the wide angle side view mirror with camera to reduce blind spots."
The marketing campaign includes broadcast, print and online advertising elements. As for the television component, it debuted on February 16 with three spots called "City", "Assembled" and "Intersection". Since all three spots feature the theme of reinvention, viewers can see the world transformed around the most important features in the new RX. Our favorite one is "Intersection" as it highlights the car's veering capabilities in a confrontation with a truck in the middle of a junction.
In addition, Lexus will continue the theme of reinvention in national print ads. Each of the four ads intends to make the viewers aware of how the new RX is reinventing different aspects of the driver's life.
The final frontier of Lexus marketing campaign "Reinventing the vehicle that invented it all" will be the audio tours in dealerships. Interested buyers will have the chance to call 1-877-843-7910 and a voice at the end of the line will provide them with a guided audio tour highlighting the features of the vehicle.
And as if all these weren't already overwhelming enough, dealers will also be hosting RX premiere parties nationwide, so let's get the party started! Enjoy the videos!
Google News