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Article: Lexus tracks pre-launch interest.(advertising by Partners Andrews Aldridge)(Brief article)
- Article from:
- Precision Marketing
- Article date:
- September 22, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. 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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Lexus aims to spark interest in its new LS 460 luxury saloon - months before it actually becomes available - by launching a direct mail campaign to promote the model's 'impressive features'.
The LS 460, which goes on sale in January, is a new version of Lexus' flagship model. The campaign, devised by Partners Andrews Aldridge, seeks to encourage prospects to register their interest early so that a pool of test-drives are available when the car comes to market.
The mailing is to be split according to prospects' perceived value, with warmer ones receiving a higher value pack and CD showcasing the car's responsive safety features. The amount of ...