"Ideal Home Shows are a good audience profile for Lexus" - Scott Bassage, Lexus Experiential Manager
Lexus is 25 years old a milestone achievement for a brand now widely respected for its dedication to design, performance, pioneering technology and precision craftsmanship and commitment to the environment. The focus on these elements is evident with the launch of the stunning RC F coupe and NX 300h crossover. Lexus have sponsored the Ideal Home Show series since 2013, increasing their Media 10 sponsorship portfolio by adding the two Grand Designs Live shows in London and Birmingham for 2015. We spoke to Scott Bassage, Lexus Experiential Manager to find out more.Give an overview of your brand We are a premium car brand, an alternative to the German three.
Why did you decide to become a main sponsor over all five Ideal Home Shows?
Following on from our success last year, the Ideal Home Shows are a good audience profile for Lexus.
Why do Lexus choose to align their brand with the Ideal Home Show?
It’s simple really: high visitor spend and a great audience to showcase our new models NX and RC F and key volume vehicles IS and CT.
Describe the importance of live events to your overall brand strategy?
It is important for us to get exposure outside of our small retail network so our involvement in live events is a part of the activity we undertake. Events also allow people to interact with our brand ambassadors. Lexus as a brand is very strong on customer satisfaction and customer service which we are able to demonstrate when we take part.
How much of your marketing spend each year is invested into Media 10 events?
Around 10% of our budget as a whole is spent on events as we have TV, radio and other types of media spend to take into consideration.
How do you find working with Media 10?
I find them a friendly and engaging bunch and also very reactive if a problem arises. They will always do their best to help us meet our objectives.