Lexus spends $35 million to bag younger LS buyers; Fresh taglines for new sedan and the division tug on emotions.(Brief Article)

From: Advertising Age | Date: September 18, 2000| Author: | Copyright information

The Lexus Division of Toyota Motor Sales USA is launching the third generation of its flagship LS sedan with a $35 million media blitz. The effort heralds the arrival of the 2001 model LS 430, which reaches dealerships Oct. 12. The campaign broke Sept. 16 during NBC's Olympic Games broadcast and continues, primarily on TV, through Thanksgiving.

Lexus is aiming for younger consumers for the model, which replaces its LS 400. Denny Clements, group VP-general manager of Lexus, said the target group for the new luxury sedan has a median age between 47 and 55, while the current LS ...

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