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Lexus on the Park

Distill

  • Lexus on the Park wanted to generate awareness around the launch the all-new 2014 Lexus IS
  • The 2014 IS had been re-imagined and re-engineered to deliver complete driving enjoyment
  • As part of their marketing strategy, Lexus on the Park approached Distill to produce an event to hype the all-new IS
  • Lexus on the Park also wanted to harness this event to thank existing customers and the community for their support, while subtly re-shaping their brand appeal, reaching out to a younger, hipper target audience.

Develop

  • Distill presided over every element of the launch, including designing the event and sourcing décor, procuring musical talent, staffing the event and developing a unique food and beverage menu
  • All this was achieved in an exceptionally tight time frame: 3 weeks
  • The event was held at the Lexus on the Park retail location, and required emptying the showroom, while creatively integrating fresh décor with existing pieces (including tires) – providing a highly cost-effective solution
  • The centerpiece of the 150-person event was the unveiling of the Lexus IS luxury sports sedan, while the Gourmet Gringos Food Truck and performance by folk-pop singer Jeff Straker were also major hits

Impact

  • Distill created, implemented and produced a themed evening that captured the essence of the luxurious, sporty, hip Lexus IS
    Our insight, creativity and attention to logistical detail resulted in a sexy, urban launch event that fit with Lexus on the Park’s desired business strategy
  • Attendees repeatedly expressed that they were part of a ‘wow’ experience
  • Meanwhile, our strategic planning exceeded all of Lexus on the Park’s expectations, creatively using resources to achieve high-impact on a tight budget
  • The event was tremendously successful in creating “Lexus Moments” for media, Lexus owners and prospects