Lexus has extended its agreement with the United States Tennis Association and the U.S. Open through next year; as part of the deal the brand is introducing new activations this year including an event this month that gave USTA members in New York New Jersey and Connecticut the chance to interact with notable tennis players including Billie Jean King Jimmy Connors and Martina Navratilova.
The Lexus Legends of Tennis event which happened on Aug. 9 and 10 at the USTA Billie Jean King National Tennis Center offered 1 000 consumers (USTA members that the brand invited through the association’s database) the opportunity to work on their tennis skills with tennis champs. Five hundred people participated each day.
The days were set up in a clinic format. Consumers could get tips from the pros and then check out the latest and greatest tennis equipment with fellow USTA sponsor Wilson. They could also take part in a photo op with a Lexus vehicle wrapped in tennis ball material. The photo op served as a data collection opportunity; consumers could sign up to receive more info from their local dealers.
The event served as an opportunity for the brand to promote its ISF sedan and to communicate brand attributes to a high-end audience.
“The dealers have really been pushing us in event marketing to do more conquest initiatives and try to reach some new people who may not be aware of the Lexus brand and make them aware of products as well as what being a Lexus owner is like ” Vince Salisbury event marketing and partnership manager for Lexus told Buzz. “This is an experience [consumers] couldn’t get on their own. It’s something that only the USTA and a sponsor like Lexus could bring them.” Agency: Team One El Segundo CA.