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.