The Car and Truck Fleet and Leasing Management Magazine

Lexus Launches Hybrid Marketing Campaign

March 09, 2010

TORRANCE, CA - For the first time, Lexus has launched a marketing campaign that showcases all four of the brand's hybrid vehicles currently in market: the RX 400h, GS 450h, LS 600h and HS 250h. 

The recently announced Lexus CT 200h -- not featured in this current campaign -- will represent the fifth Lexus hybrid. 

"We are very proud of our leadership in luxury hybrids and have created a campaign that lets consumers know that at Lexus, hybrids aren't just a concept for a future car, but vehicles that have been on the road for five years," said Dave Nordstrom, vice president of marketing for Lexus. "We will continue to explore groundbreaking technologies that will allow us to expand our hybrid offerings and remain at the forefront of alternative-fuel vehicle development." 

"Milestones," the new TV spot, highlights a series of advancements and changes that the world has seen since the first Lexus Hybrid hit the road five years ago. The spot shows thousands of Lexus Hybrid vehicles forming the shape of a computer cursor, a gas nozzle, a landline and, finally, the letter "h," illustrating how much the world has evolved during those five years. It is the story of the Lexus Hybrids as told by the vehicles themselves. 

The commercial, which began airing on March 6, will run during primetime, on network television and cable, during NCAA March Madness and throughout Major League Baseball programming and finally, in conjunction with Google TV, an auction-based television buying platform. Additional media programs, currently in development, will launch as the hybrid campaign continues throughout 2010. 

In addition to television, Lexus will run a national print campaign, online banners and out-of-home advertising in 12 markets. Two print ads titled, "Close Your Eyes" and "Roads" will appear in consumer print publications such as Men's Health, Women's Health, People, Sports Illustrated, Vogue and USA Today

The hybrid campaign also includes a partnership with Current TV.

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