client + project

Toyota Lexus
Luxury Hotel Partnership

industry

Automotive, Luxury, Food & Beverage, Travel, Hotels

when

March - July 2018

location

National

type

Marketing Campaign
Content Shoot
National Tour
Training Program
App Development

responsibilities

Strategy & Planning
Creative Direction
Client Relations
Contracts & SOW
Fabrication
Operations
Print Production
Staff Training
Talent Management
Video Production
WebApp Management

details

• 14 luxury hotels

• 70 Lexus vehicles

• 250 trained concierge’s

• 100,000+ participating Lexus owners

‘Experience Amazing’ is Toyota Lexus’s tagline, so when Lexus came to Apex, their marketing communications agency, and asked us to produce an experiential campaign, we knew our story had to START at amazing. From March to August, I lived in Newport Beach, CA, and lead the Apex Lexus team through a 360º experiential program that included 14 of the nation’s most luxurious hotels.

Guests staying at these hotels found Lexus vehicles waiting outside for them with pre-programmed driving routes installed in the vehicle’s navigation. These routes had been meticulously designed by the Apex team to showcase the luxury features of each vehicle and the local geography. Also highlighted on these drives, were local wineries, restaurants, and chocolatiers that our team had collaborated with to build specialized partnerships. When guests returned to their suites, personalized print pieces like thank you cards and gift certificates awaited them.

To ensure consistency throughout the campaign, Apex produced a national training video for hotel staff to be used throughout the country. I assisted the Video EP on the day of the shoot to ensure smooth production and to guide the client through the process.

client + project

Toyota Lexus
Stadium Ride & Drive Tour

industry

Automotive, Luxury

when

March - July 2018

location

National

type

National Tour

responsibilities

Brand Ambassador Training
Catering Creative Direction
Client Relations
Contracts & SOW
Event Management
Fabrication
Guest List Services
Operations
Partnership Management
Vendor Relations Venue Procurement

details

• 3 activation days

• 3 national stadiums

• 3,000 test drives

• 1M social media impressions

• 4,000+ attendees

For the Stadium Ride & Drive Tour, I was provided with only a budget and four regions of interest. After numerous client meetings and endless hours of venue negotiation, I had solidified our venues: Citi Field in New York, Soldier Field in Chicago, Sam Houston Raceway in Houston, and Angels Stadium in Los Angeles.

Next came the user experience; BA’s to greet you at check-in, the hub area with catered refreshments as you wait to drive, Product Specialists answering any and all questions during your tutorial. Once guests were checked-in, they were escorted to the driving course to start test-driving a few premium Lexus vehicles. Paired with driving professionals, each guest was able to drive various drive routes that highlighted the features of their vehicle. Off-road obstacles, hands-free parking, pedestrian alert reaction time, and tight handling turns were just a few of the tracks on-site.

Lexus is the first and only automotive partner in USGA history, so to accelerate this partnership, Apex and I made sure to have the U.S. Open Trophy stop over at our Citi Field event before heading to the Shinnecock Hills Golf Club in Southampton, New York.