The&Partnership and Lexus Announce Partnership With Secret Escapes

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Luxury brand Lexus is partnering with Secret Escapes to promote its RX SUV and a bespoke collection of Lexus Escapes road trips through some of the UK’s most beautiful locations. The Secret Escapes partnership was negotiated and managed by m/SIX, The&Partnership’s media agency.

Lexus is working with Secret Escapes to connect with the luxury travel company’s 14-million strong UK membership. Central to the 10-week campaign, which launched on 4^th September, is a Lexus Escapes microsite with the Secret Escapes website which provides long-distance road trip guides around Britain and details of a select Lexus collection of hotels.

The site also provides details of the RX self-charging hybrid SUV range, including the new seven-seat RX L, with links to download a brochure and book a test drive.

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The RX’s ideal qualities for an unforgettable road trip are also captured in a video diary film of the great holiday enjoyed by George Hiles and his family as they make an 800-mile journey in the Lexus from the Cotswolds, through the Peak District and on to the Lake District.

Lexus is running a competition with Secret Escapes offering the chance to win a break at Another Place in Ullswater – one of the luxury destinations featured in the Lexus Escapes collection – with use of an RX or RX L during the stay. There will also be a weekly prize draw in which two lucky Secret Escapes bookers will be given a Lexus RX or RX L for their UK trip. Terms and conditions apply, see online for full details.

The Secret Escapes partnership is running in parallel to a national ATL campaign supporting the RX and RX-L by The&Partnership. Media channels include Broadcast TV and VOD, large format premium OOH, social and display. There will be high visibility at Lexus retailers, with a special four-minute film running in showrooms and further social media activity generated by each Lexus Centre.

Alex Saint, Secret Escapes CEO and Co-Founder said: “Our partnership with Lexus is hugely exciting for the business. Domestic breaks are such a core part of the Secret Escapes model so it seemed only natural to run a partnership focusing on road trips. The fact that we can now offer our members the use of a Lexus RX for their break this Autumn really cements this as a tie-up way beyond a standard ad campaign. This will be incredibly exciting for our members and I can’t wait to see how it evolves.”

Jason Stanley, General Manager, Marketing & Strategy, Lexus UK said: “We are delighted to be partnering with such a like-minded brand as Secret Escapes. This partnership will allow us to showcase the luxurious Lexus RX as it goes on a family adventure across beautiful parts of the UK. The quality of the content is befitting for our luxury SUV; we’re really thrilled with the output and look forward to seeing a great campaign unfold.”

Credits

Brand: Lexus / Lexus Escapes

Client Name & Job title:

Agency: The&Partnership

Media Business Director: Richard Bradley

Media Account Director: Patrick Williamson

Media Planner(s): Richard Bradley / Laura Varnam / Vicky Pyatt

Creative Agency Lead: Mike Vinall, Rob Crilley

Secret Escapes:

Project Lead: Holly Gilliland

Director: Ali Gallop

Designer: Hamish Gray