Lexus is using its advantage as the Official Vehicle of the 2006 US Open and Presenting Sponsor of the US Open Men’s Singles Championship to serve up promos right down the baseline of the tennis event.
As part of the event, which kicked off Monday at the National Tennis Center in Flushing Meadows, NY, the automaker launched the Lexus Insider Alert, a cell phone application that alerts attendees to Lexus activities on-site and provides audio tours of Lexus vehicles at a Lexus Hybrid Tent display. Also, five vehicle displays will feature all of the brand’s hybrid vehicles—including the LS 600h L.
Torrance, CA-based Lexus developed a Web site, PursuePerfection.net, to promote its US Open presence. There, consumers can obtain their photographs taken at the event and learn about the company’s tennis partnership and vehicle offerings.
Meanwhile, attendees who drive their Lexus vehicles to the Open receive complimentary parking. For players, Lexus is providing a fleet of more than 100 vehicles to serve as their official transportation during the tournament.
After battling it out on the court, the winner of the Men’s Singles Champion will receive a GS 450h hybrid vehicle. Additionally, Lexus will giveaway Lexus antennae balls that can be redeemed for additional prizes, branded mint tins and hats.
To coincide with its US Open affiliation, the automaker unleashed a new advertising campaign called Life of a Ball with ads that broke Aug. 21 on the Tennis Channel. The ads will also appear on CBS and USA Network and on the PursuePerfection.net Web site.
The print and broadcast campaign takes a humorous look through the eyes of a tennis ball as it pursues the ultimate tennis ball status—US Open play. The campaign features a four-page program advertisement and a two-page Sports Illustrated select gatefold.
“Not only is the US Open one of the nation’s premiere sporting events, during the weeks of the tournament, the US Open is New York’s ‘it’ event,” said Deborah Meyer, VP-marketing, Lexus. “This partnership is a natural brand and audience fit — both brands exemplify excellence.”
The US Open ends Sept. 10. This is the second year Lexus, a Toyota subsidiary, has sponsored the US Open.
The Torrance, CA, office of the The George P. Johnson Co. handles.
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