Lexus launches partnership with Hoyts La Premiere and the Directors Suite
Luxury car brand Lexus has joined forces with Hoyts La Premiere and the Directors Suite to create a premium entertainment experience for movie goers.
The partnership, created by TMS Media and Val Morgan’s Brandfit Strategy department, involves Lexus receiving premium positioning as naming rights sponsor across the full range of La Premiere and Directors Suite assets.
The partnership will include an array of Lexus commercials in various lengths being played at different times of the year.
The stunning Lexus creative will also be accompanied by a co-branded ident which will feature on the big screen and on in-lounge screens, providing maximum brand exposure and cut through. The campaign will also feature activations in other key markets such as Brisbane, Melbourne and Perth.
Says Chris Mort, TMS’ CEO: “This is an ideal partnership. The La Premiere experience is for the discerning movie going customer who enjoys special comforts in life while as a motoring experience Lexus offers drivers a level of luxury and features that are of the highest quality.”
Says Peter Evans, corporate manager marketing & after sales, Lexus Australia: “We’re really excited to partner with Hoyts La Premiere and the Directors Suite as cinema offers us the ideal opportunity to showcase the Lexus brand in an extremely enjoyable and engaging environment.
“Having our creative viewed in the luxurious surroundings of Hoyts La Premiere and the Directors Suite was really appealing to us as both brands share similar product values and by utilizing Val Morgan’s network of assets we are able to achieve excellent cut through and exposure showcasing the four new models we add to our lineup this year. The campaign will ensure all the impressive elements of Lexus are seen on the big screen by our target market so it really is an ideal partnership.”