Generating brand warmth and desire through experiences

Lexus. Experiential Programme

Despite huge global success, Lexus is still a challenger brand in the premium automotive sector. Our experiential programme works to capitalise on this opportunity by increasing awareness of Lexus as a global luxury lifestyle brand, and maximising desirability and consideration among consumers.

We do this by creating immersive event experiences throughout the year that focus on craftsmanship and human connection.

Whether it’s running cookery demonstrations with chef Emily Roux at Westfield Shopping Centre, creating refined Japanese dining experiences at Pub in the Park or demonstrating Takumi craftmanship at Grand Designs Live, our strategy focuses on creating stories that convey Lexus’ core brand values of master craftsmanship, design, technology and performance. Our dedicated Centre Experiential team then use this strategic approach to transform local Retailer activity.

We have delivered over 200 live days annually, reaching a footfall of 10 million, with a focus on performance and effectiveness built into the fabric of each event through amplification, technology and analytics tools.