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Article: Lexus sponsors Paul McCartney's concert tour.(Toyota Motor Sales U.S.A. Inc. Lexus Div.)
- Article from:
- Automotive News
- Article date:
- November 14, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Mark Rechtin
Lexus is pairing up with Paul McCartney in a marketing effort that goes beyond sponsoring the former Beatle's concert tour.
McCartney is an ardent fund-raiser for environmental and human rights causes. Lexus is promoting that activism as part of its sponsorship.
"We didn't set out to sponsor a rock 'n' roll act,'' says Keith Dahl, Lexus' national manager of event marketing. "We wanted to align our brand with someone who is at the top of his industry.''
Lexus' sponsorship of McCartney's U.S. tour includes a one-off edition of the RX 400h hybrid crossover, with McCartney touches.
McCartney's signature ...