Mail & Door Drops
For your ears only
Lexus Australia
Issue 44 | September 2017
Background
Lexus wanted to pre-launch the Lexus LC: their first entry into the luxury sports coupé market traditionally dominated by manufacturers like Porsche, Mercedes and BMW. The target market? The most sought after wallets in Australia. Time poor individuals with diaries full of amazing events, who wouldn't think twice about the LC's $200,000+ price tag. If you got them behind the wheel of an LC, they'd want one, but how could you persuade them to attend a track day? How do you get people, who can go anywhere they want, to go where you want them to?
This article is for Directory subscribers only
Login
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
People Also Read
- The Non-Eviction Letter
Issue 48, September 2018 - Hologram
Issue 41, December 2016 - For your ears only
Issue 44, September 2017 - Samsung iTest
Issue 60, September 2021 - Xbox Equality Controller
Issue 61, December 2021