Photo: Lexus
Regaining the US clients from German rivals is pretty hard and that’s why luxury automaker Lexus thinks to reorganize its advertisement campaign from next year.
Starting from January 2014, Lexus will move over to what the advertising community calls an “always on” model for its dealer advertising associations.
The 100 dealer advertising associations were hamstrung by having to place individual “dealer tags” for all 233 retailers at the end of every commercial. The time-consuming process meant that the commercials had to be delayed for the changes and there were periods when Lexus ads were not aired.
The new campaign will place general “See your local Lexus dealer” messages at the end of some spots, sparing them from the editing job. Also, commercials promoting high-volume vehicles such as the RX crossover and IS sedan may get specific dealer tags from time to time, while low-volume models like the GS might get more airtime.
Full story at Automotive News
The 100 dealer advertising associations were hamstrung by having to place individual “dealer tags” for all 233 retailers at the end of every commercial. The time-consuming process meant that the commercials had to be delayed for the changes and there were periods when Lexus ads were not aired.
The new campaign will place general “See your local Lexus dealer” messages at the end of some spots, sparing them from the editing job. Also, commercials promoting high-volume vehicles such as the RX crossover and IS sedan may get specific dealer tags from time to time, while low-volume models like the GS might get more airtime.
Full story at Automotive News
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