Showcase

The Brief
To produce integrated brand marketing communications on a global scale, in many languages.

The Challenge
To build loyalty and dialogue, and increase awareness among owners in many cultures and territories, under a unified brand umbrella.

Editorial Response
Lexus has a print run of 1.2 million and is distributed in 37 countries, in 10 languages. The magazine embodies the Lexus brand of 'New Luxury'. In addition to news and features on the latest Lexus vehicles, it offers insights into the worlds of the Arts, fine dining and travel. Contributors include photographers and writers for The New Yorker, Wallpaper* and National Geographic, with content extensions that include e-newsletters, podcasts, brochures, video stories and serialised fiction.

Results
Lexus is an award-winning premium magazine that is highly valued by its readership
2007 Reader survey results revealed:
> 60% of readers logged on to the Lexus website
> 86% felt informed about Lexus developments
> 95% felt the quality of writing was good or excellent
> 79% agreed the magazine reflects their Image of the Lexus brand
> 55% felt the magazine helped them choose their next Lexus
> 91 % thought the magazine presented Lexus as an innovative company