SOCIAL MEDIA STRATEGY | PAID ADVERTISING | CONTENT DEVELOPMENT | Partnerships

Lexus’ focus on speaking to cyclists brought the partnership with the Tour of California as the official vehicle.

“The Amgen tour of california is an amazing opportunity to support elite athletes and cycling fans from around the world who share our passion for high performance, innovation and exhilarating experiences." - Cooper Ericksen, Lexus vice president of marketing

Lexus of America wanted to capture its most capable, luxurious and outdoor-friendly features in a partnership with the Tour of California. Creating a partnership that awakens the spirit unique to each person’ time outside, showing that Lexus RX Models offer a traditional, but contemporary take on accessing the outdoors that isn't seen anywhere else.

While it's easy for an auto manufacturer to claim a superior attention to detail and the passenger experience, the Lexus of America partnership puts this love and flair for quality on full display for a time of the week when people expect the most magic and surprises from luxury vehicles. 

Working with Lexus of America, we narrowed the partnership goals around 3 key objectives: expand brand awareness in the cycling community; new hand-raisers (prospective customers); and highlighting the performance attributes of the vehicle.

Lexus’ goals were exceeded through key activations. The Laguna Seca Raceway Ride-and-Drive experiences, being able to both drive a new Lexus through a technical track and riding shotgun in a Lexus LC500 with Scott Pruitt, 5-time winner of Rolex 24 at Daytona, for a hot lap around the track and famous Corkscrew Corner.

Lexus also found campaign success through product placement in more ‘Classic California’ video series, highlighting unique California adventures and the accompanying Lexus.