Lexus Captivate Network Extends Ad Campaign Reach Beyond Traditional Media Boundaries

Topics:
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Print Advertising
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Advertisement,
Captivate Network,
Lexus
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captivate network

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Overview: Lexus has established itself as a major force in the luxury car market, with particular success at the high end of this segment. However, Lexus did not have a presence in the small-mid size luxury sports car segment to compete with BMW's popular 300 series. Lexus launched an ad campaign in select markets on Captivate as part of their multimedia campaign. Lexus viewed Captivate's demographic of high-end affluent professionals as a strong fit for their brand, and looked to Captivate as a means to extend the reach of their launch by advertising to their target consumer where they work. Lexus also wanted to give prospective buyers an opportunity to see the new car first hand, and looked to Captivate's Concrete Events division to arrange for auto display opportunities. Lexus has established itself as a major force in the luxury car market, with particular success at the high end of this segment. However, Lexus did not have a presence in the small-mid size luxury sports car segment to compete with BMW's popular 300 series.

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Format: HTML | Size: 12KB | Date: Jan 2003 | Pages: 1

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