Lexus - event PR
Lexus engaged Wright Communications to gain maximum PR leverage from the Lexus Experience event in May 2012.
Lexus New Zealand wanted to generate excitement among current
and potential new customers by simultaneously unveiling its all-new
GS range and its new brand direction specially developed for New
Zealand - kokoro wo komete: 'Soul meets machine'. Lexus engaged
Wright Communications to gain maximum PR leverage from the Lexus
Experience event in May 2012, which included a VIP event, and the
first-ever visit to New Zealand of the Lexus LFA million-dollar
The Wright solution
Wright Communications worked with Lexus and its other agency
partners to ensure PR was a core part of the overall event plan,
and devised a multi-faceted strategy across all media sectors.
Central to this was selecting influential media to invite to the
VIP event - including lifestyle publication editors and key social
page journalists and photographers. The GS launch and the LFA visit
were to be leveraged through compelling media releases, backed up
by professional media relations with broadcast and print
journalists. Post-launch activities involved arranging press drives
for select lifestyle media targets which reach Lexus' audience of
luxury vehicle buyers.
The LFA's visit was widely covered, from a segment on 3News, to
prominent online and print stories in publications such as New
Zealand Herald, and M2 Woman. The Lexus Experience
event received outstanding social coverage, including a preview in
the Herald, post-event content in the Herald on
Sunday's 'Spy' pages, and the influential social celebrity
website The A List. Lexus' new brand direction featured prominently
in key marketing news website StopPress.