| felsefe | Luxury brand Lexus is partnering with Secret Escapes to promote its RX SUV and a bespoke collection of Lexus Escapes road trips through some of the UK’s most beautiful locations. The Secret Escapes partnership was negotiated and managed by m/SIX, The&Partnership’s media agency. Lexus is working with Secret Escapes to connect with the luxury travel company’s 14-million strong UK membership. Central to the 10-week campaign, which launched on 4 th September, is a Lexus Escapes microsite with the Secret Escapes website which provides long-distance road trip guides around Britain and details of a select Lexus collection of hotels. The site also provides details of the RX self-charging hybrid SUV range, including the new seven-seat RX L, with links to download a brochure and book a test drive. The RX’s ideal qualities for an unforgettable road trip are also captured in a video diary film of the great holiday enjoyed by George Hiles and his family as they make an 800-mile journey in the Lexus from the Cotswolds, through the Peak District and on to the Lake District. Lexus is running a competition with Secret Escapes offering the chance to win a break at Another Place in Ullswater – one of the luxury destinations featured in the Lexus Escapes collection – with use of an RX or RX L during the stay. There will also be a weekly prize draw in which two lucky Secret Escapes bookers will be given a Lexus RX or RX L for their UK trip. Terms and conditions apply, see online for full details. The Secret Escapes partnership is running in parallel to a national ATL campaign supporting the RX and RX-L by The&Partnership. Media channels include Broadcast TV and VOD, large format premium OOH, social and display. There will be high visibility at Lexus retailers, with a special four-minute film running in showrooms and further social media activity generated by each Lexus Centre. |
