Lexus, the luxury division of Toyota Motor Sales, will sponsor rock star Eric Clapton's 1998 U.S. tour. Terms weren't disclosed. Lexus plans to leverage the sponsorship with an integrated marketing push targeting adults ages 25 to 54 that includes TV and print advertising, direct mail and Internet promotions. The campaign will break in the first half of this year. The tour's itinerary hasn't yet been finalized but it will support Mr. Clapton's new album, "Pilgrim," which Reprise will release in March.
Copyright January 1998, Crain Communications Inc.