Lexus Places Products at Luxury Resorts

By adpock - November 25, 2015

Terranea-Lexus-Car

If you’re staying in a suite at the Terranea Resort in Los Angeles’ Palos Verdes peninsula, then you are a baller. You’re also entitled to use the Lexus out front.

In yet another imaginative use of marketing, Lexus has given a fleet of their latest luxury cars to Terranea, as well as to 13 other posh hotels and resorts around the U.S., like the Lake Placid Lodge and the Thompson Chicago.

“[The resorts] are selected based on shared values of service, luxury and design and that also have a commitment to sustainability,” Lexus’s Senior Experiential Marketing Strategist, Joe Moosavian, told Forbes recently.

Experiential marketing. Yeah, that sounds about the right way to describe making sure a bunch of people who can probably afford to drive a Lexus will get an easy opportunity to do so.

But Terranea has taken things a step further. Not only do you get a new Lexus to drive, but you get one whose GPS system has been programmed for various activities around the peninsula. If you’re into shopping, the Lexus will show you just where to go. If you’re into whale watching and sight seeing, you’ll have your itinerary all mapped out, and a picnic packed to boot.

As a guest in one of the Terranea’s $2500-a-night suites, all you have to do is call down to the concierge and they’ll arrange everything. If you’re not a suite-goer, you can still use the cars on a first come/first serve basis. Resort officials say that between 50 and 60 guests take a Lexus out for a spin every month.

Seems like a pretty good way to get folks to experience Lexus luxury, don’t you think?