Lexus gets into bed with Hoyts

By AdNews | 10 July 2012

Luxury car brand Lexus is partnering with Hoyts La Premiere and the Directors Suite in a new cinema sponsorship deal.

The partnership will see Lexus ads being played at different times of the year and will also be accompanied by a co-branded ident which will feature on the big screen and on in-lounge screens. Other activations will also be featured in markets such as Sydney, Melbourne, Brisbane and Perth.

TMS Media and Val Morgan’s Brandfit Strategy department are behind the sponsorship.

“We’re really excited to partner with Hoyts La Premiere and the Directors Suite as cinema offers us the ideal opportunity to showcase the Lexus brand in an extremely enjoyable and engaging environment,” Peter Evans, corporate manager of marketing & after sales at Lexus Australia, said in a statement.

“Having our creative viewed in the luxurious surroundings of Hoyts La Premiere and the Directors Suite was really appealing to us, as both brands share similar product values and by utilising Val Morgan’s network of assets, we are able to achieve excellent cut-through and exposure showcasing the four new models we add to our line-up this year. The campaign will ensure all the impressive elements of Lexus are seen on the big screen by our target market so it really is an ideal partnership.”

TMS Media chief executive Chris Mort reiterated it is an ideal partnership.

“The La Premiere experience is for the discerning movie going customer who enjoys special comforts in life while as a motoring experience Lexus offers drivers a level of luxury and features that are of the highest quality,” he said in a statement.  

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