Laura Varnam
Medienplaner at The&Partnership
London, Großbritannien
TitelSecret Escapes 1
Agentur
Kampagne Secret Escapes
Werbende Toyota Motor Corporation
Marke Lexus RX SUV
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 9
Geschäftsbereich Kraftfahrzeuge
Philosophie Luxury brand Lexus is partnering with Secret Escapes to promote its RX SUV and a
bespoke collection of Lexus Escapes road trips through some of the UK’s most beautiful
locations. The Secret Escapes partnership was negotiated and managed by m/SIX,
The&Partnership’s media agency.
Lexus is working with Secret Escapes to connect with the luxury travel company’s 14-million
strong UK membership. Central to the 10-week campaign, which launched on 4 th September,
is a Lexus Escapes microsite with the Secret Escapes website which provides long-distance
road trip guides around Britain and details of a select Lexus collection of hotels.
The site also provides details of the RX self-charging hybrid SUV range, including the new
seven-seat RX L, with links to download a brochure and book a test drive.
The RX’s ideal qualities for an unforgettable road trip are also captured in a video diary film
of the great holiday enjoyed by George Hiles and his family as they make an 800-mile
journey in the Lexus from the Cotswolds, through the Peak District and on to the Lake
District.
Lexus is running a competition with Secret Escapes offering the chance to win a break at
Another Place in Ullswater – one of the luxury destinations featured in the Lexus Escapes
collection – with use of an RX or RX L during the stay. There will also be a weekly prize draw
in which two lucky Secret Escapes bookers will be given a Lexus RX or RX L for their UK
trip. Terms and conditions apply, see online for full details.
The Secret Escapes partnership is running in parallel to a national ATL campaign supporting
the RX and RX-L by The&Partnership. Media channels include Broadcast TV and VOD,
large format premium OOH, social and display. There will be high visibility at Lexus retailers,
with a special four-minute film running in showrooms and further social media activity
generated by each Lexus Centre.
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