Lexus enlists SI Swimsuit model Tori Praver to help sell 2013 Lexus GS (see video)
What did the Kia Super Bowl commercial featuring supermodel Adriana Lima prove or rather reinforce? Well, that men love to look at cars and women, preferably at the same time. Not to be outdone luxury carmaker Lexus has just been named as the Official Marketing Partner for Sports Illustrated Swimsuit Launch Week. Titled the TORI 500 Campaign, Lexus’ new ad series will feature SI model Tori Praver.
Lexus’ new marketing strategy follows the success of the automaker’s 30-second Super Bowl XLVI spot titled “The Beast.” While “The Beast” looked to draw attention to the GS 350’s new styling via a hard-hitting commercial, Lexus’ new union with SI aims to take a softer approach.
This versatile campaign strategy features an iOS app-Availalable at Lexus.com/tori500 and iTunes, which allows users to place pictures of Tori into their own photos with the quick click of a button. The new ad campaign also features a four-page spread in the new Sports Illustrated Swimsuit Issue (on newstands today) and a custom tablet viewing option for iPad, Samsung Galaxy, Xoom and Nook.
The most unique aspect of this multi-pronged advertising approach is Lexus’ creation of a race track based on the configurations of Tori’s body. Professional race car driver Scott Pruett and stunt car driver Greg Tracy were the lucky men given the task of trying to handle Traci’s curves, while driving the all-new 2013 Lexus GS F Sport. Be sure to check out the exclusive Behind-The –Scenes Video, available below, to see which driver got to take a victory lap with Tori.
Aside from the online and print aspect, the Lexus-SI partnership will be featured in a New York launch event and two Las Vegas events. Lexus will also serve as the first-ever sponsor of the inaugural Beauties & Beats Music Festival, a two-day event at The Cosmopolitan of Las Vegas, Feb. 15-16.
So why did Lexus choose to partner with SI and Tori? Just ask Brian Smith, Lexus VP of marketing, who stated:
"What better way to help introduce the bold new face of Lexus-the all-new GS-than with a bold new campaign featuring a Sports Illustrated Swimsuit model? With the new GS, there's no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos."
Despite Lexus’ distinctive promotion of the 2013 GS, it currently ranks 10 out 14 in large luxury cars according to U.S. News and Auto Rankings. While the GS earns high marks for interior styling and sporty performance, it is hurt by an unrefined transmission and lack of V8 availability.