Toyota Motor Sales USA's Lexus Division breaks a multimillion-dollar integrated marketing campaign next week tied to the upcoming Eric Clapton concert tour, the first tour sponsored by Lexus. Team One
, El Segundo, Calif., uses the theme "Lexus & Clapton: The similarities are uncanny" in print, TV and radio ads, nationally regionally and locally. Another first: Lexus' first promotion with CNN. Spots on CNN's "Show Business Today" will promote a sweepstakes to win a trip to the singer's Los Angeles concert. A direct mail program offers a limited-edition CD of Mr. Clapton in exchange for a test drive at Lexus dealerships.
Copyright March 1998, Crain Communications Inc.