For years, the Lexus Encore owner benefits program was not marketed as heavily as it could have been, and other luxury brands closed the gap for customer care. The challenge was to relaunch the Lexus Encore program and create an authentic luxury experience for media that delivered talkability around Lexus Encore during the height of the pandemic.
Through a hybrid media launch, we invited a group of select media to experience a day of style, brilliant driving and the best dinner that has come out of COVID entertaining. The halo moment was a bespoke menu curated by Lexus ambassador Neil Perry, exclusively served inside luxury glasshouses by the edge of Sydney Harbour.
- 86,775,796 cumulative editorial reach
- 1,186,274 social reach
- Lexus applied the flagship Encore Platinum tier to the new IS luxury sedan as a December-only offer and sales increased by 91.4% compared with the same month in 2019