New Advertising Campaign M akes Lexus PresentPerfect (NAPSA)—Sales associate Jamie Klein of Park Place Lexus in Plano, Tex., remembersclearly the look on the woman’s face when she opened the front door. Klein— holding a beautifully wrappedgift box containing keys to a new performance sedan—visited the woman’s house to deliver a shiny, new Lexus GS. “Sitting on her driveway was the GS decorated with a bright red bow ontop, just like the Lexus rs WL} LLL n commercials,” Klein said. “She was in total shock. She ran to the car and everyone was jumping up and down and screaming.It was a lot of fun playing Santa.” Last December the woman’s husband—inspired by the Lexus ads-arranged for Klein to deliver the new GS to their home after a big family Christmas Eve dinner— and he made sure it was his wife who answered the door when Klein came knocking. Klein said she had three gift sales last December and expects even more this season. Every year the company launches its “December to Remember” advertising campaign that features storylines of loved ones giving the surprise ofa lifetime—a new Lexus in the driveway adorned with a large, festive red bow. The ads, which will begin running Nov. 24, will tout special lease and finance rates on most 05 Lexus vehicles. “The campaign resonates with people because it taps into everyone’s holiday fantasy—the vision of waking up in the morning and finding that dream car in your driveway,” said Deborah Meyer, Lexusvice president of marketing. “We hope the ad campaign coupled with the great incentives will inspire people to give a loved one that special gift they can open up | “Then in the middle of the show365 days a year.” As in previous years, this sea- room we have the only red vehicle son’s television advertisements with a white bow on top,” Iacono feature fantasy surprise story- said. “The customersfeel like all lines, like the one which begins the cars are gift wrapped.” with a man walking througha fesEach year, Lexus headquarters tively decorated jewelry store in Torrance, Calif. orders a numlooking overwhelmed and con- ber of bows—just like the ones in fused at what to buy. Outside, he the commercials—to provide to sees a Lexus parked on the street dealers for the holiday season. Chris Brunner, general manager with what appears to be a giant bow on top. As the car drives at Park Place Lexus in Grapevine, away, however, the bow-which Tex., says about 10 to 15 percent of turns out to be part of a lamp post their Decembersales are gift sales. decoration—remains. Thefleeting In fact, he’s already ordered a shipmoment of serendipity provides ment of big red bows for showroom the man with the inspiration he vehicles and for clients to put on needs, and he surprises his wife their newly purchased vehicles to with a shiny new Lexus for the add that special surprise for their holidays—complete with the loved ones. “The December to Remember must-have bow. How important is the bow? ads are definitely the most talked about ads here at the dealership,” John Iacono, vice president, Lexus of Manhattan and Bay Ridge Brunnersaid. “Clients are always Lexus in Brooklyn, said that dur- looking for great ways to surprise ing the holiday season, they dis- someone during the holidays, and play only white vehicles in the I truly believe those ads inspire show room with red bows on top. people.”
