Stay tuned
Article Abstract:
Lexus Div decided to run a continuing series of television spots for the Canadian market in launching the IS 300 sports sedan rather than trying to achieve all its goals in a single commercial. The campaign is aimed at both male and female younger car buyers between the ages of 35 and 45 with an income of more than $75,000. In addition to the television commercials, the multi-tiered campaign includes a Web site, print advertisements, outdoor backlit boards and an exhibition of a fleet of IS 300s on the streets of Toronto and Montreal.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Lexus hitchhike returns
Article Abstract:
Toyota Canada Inc's Lexus Div has launched two TV commercials in Jun 2000 to promote the new Lexus IS 300 sports sedan. The spots are a continuation of the three commercials launched in Oct 1999, featuring a hitchhiker. The first commercial will air on Jun 12 and the second spot on Jun 19. The company will also launch a newspaper, magazine, outdoor and Internet ads, all of which were created by DCC Communications of Toronto, Ontario.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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A different kind of media
Article Abstract:
The launch of the Saturn 3-Door Coupe in Jan 1999 was accomplished by using cinema adverstising. The campaign included an on-screen 60-second brand spot, a huge die-cut of the new Saturn placed at the ticket gate of the Cineplex Odeon theater, postcards placed new displays, popocorn as a parting gift to movie patrons, and danglers placed at the concession stands and box offices, among others.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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