Just as Lexus' owners plan to increase hybrid sales, so does Lexus itself. They hope to help that cause by launching a broadband video channel that will focus on the types of things the affluent and eco-hip buyers of their cars would like. Plus, of course the cars themselves.
Lexus national interactive and contextual marketing manager Brian Bolain says the idea is to create "a parallel with the character of the brand." Lexus is also supporting Project Greenhouse at the Sundance Festival and the Sundance Channel's "Green" programming block set to debut in April.
Lexus currently offers versions of their LS, GS and RX as hybrid models.
- Toyota looking for 40% increase in hybrid sales this year
- Ed Begley Jr. promotes Project Greenhouse at Sundance
- Crude Awakening for Sundance Channel's new The Green documentary series
[Source: Ad Week via Marketing Vox]