Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Lexus campaign to push Clapton tour

Published on .

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.

Most Popular
In this article: