LEXUS LAUNCHES NEW PARTNERSHIP WITH SECRET ESCAPES
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.
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 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 one lucky Secret Escapes booker will be given a Lexus RX or RX L for their UK trip. Terms and conditions apply, click here for full details.
Lexus and Secret Escapes are both promoting the partnership through their online media channels, including their websites and social platforms. 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.
Alex Saint, Secret Escapes CEO and Co-Founder said: “Our partnership with Lexus is hugely exciting for the business. Domestic breaks are such a core part of the Secret Escapes model so it seemed only natural to run a partnership focusing on road trips. The fact that we can now offer our members the use of a Lexus RX for their break this Autumn really cements this as a tie-up way beyond a standard ad campaign. This will be incredibly exciting for our members and I can’t wait to see how it evolves.”
Jason Stanley, General Manager, Marketing & Strategy, Lexus UK said: “We are delighted to be partnering with such a like-minded brand as Secret Escapes. This partnership will allow us to showcase the luxurious Lexus RX as it goes on a family adventure across beautiful parts of the UK. The quality of the content is befitting for our luxury SUV; we’re really thrilled with the output and look forward to seeing a great campaign unfold.”