Engagement Strategies Media: Resources : Lexus And Coach Team Up To Create A Masterpiece

Subscribe Now to ESM Media

Or, log-in to update your account

Why Sign Up?

Receive notifications of new content of interest to you.
Participate in forums to get answers to your questions.
Save links to content in your personal account library.
Connect with others.

Articles

Browse content by Topic

ESM - News	Web
Primary content test	Communities
ESM - Stupid	Corporate Culture
ESM - E-Commerce	Customer Engagement
ESM - Social Media	Employee Engagement
ESM - Advertising	General
ESM - Engagement	Incentive Programs
ESM - Email	Leadership
ESM - Opinion	Loyalty Programs
Branding	Measurement
Channel Engagement	Recruitment
Collaboration & Innovation	Rewards & Recognition
Communications	Social Recognition
Meetings	Sales Engagement
Print	Surveys, Polls, Assessments
Promotional Products	Technology
Social Networking	Training

Lexus And Coach Team Up To Create A Masterpiece

Company: Lexus

Programs: Merchandise

Program Types: Consumer

Program Details: The campaign was designed to increase sales of the Lexus LS400 Coach Edition, maintain sales margins in the final period of the three-year Lexus model cycle, and enhance brand awareness. It featured the Coach Cabin Bag as a premium, reinforcing the image of the car's luxurious interior. A media blitz kicked off the campaign. Before issuing press releases, Coach sent editors of nonautomotive publications a Coach classic key fob featuring a model of a Lexus. Accompanying the key chain was a notice that said, "It Takes Two to Build a Masterpiece�the 1997 Lexus LS400 Coach Edition. Details to come." In addition, the Lexus LS400 Coach Edition brochure was incorporated in the Coach spring catalog distributed to nearly 2 million customers.

Objective: Increase sales of the Lexus LS400 Coach Edition, maintain sales margins in the final period of the three-year Lexus model cycle, and enhance brand awareness. It featured the Coach Cabin Bag as a premium, reinforcing the image of the car's luxurious interior.

Supplier: Premium Incentives

Sponsor Assocication: IMA/IMRA

Results: The campaign worked: sales of the Lexus LS400 exceeded projections by nearly 50%.

Award Type: Circle of Excellence

Award Date: 1998