Kylie Minogue PartnerShip
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Kylie Minogue PartnerShip
Elegant, contemporary and chic: you might choose the same words to describe both Kylie and the new Lexus CT 200h. Lexus is proud to announce a new partnership with the global superstar to launch its new full hybrid luxury hatchback into the heart of a new market sector.
The new relationship will see Kylie - 1 of the world's most iconic performers - supporting the introduction of the new Lexus CT 200h through the cross-media "Quiet Revolution" marketing campaign and publicity. In addition to appearing in the upcoming TV commercial and print advertisements, Kylie will take delivery of her own personally specified Lexus CT 200h.
At the same time, Lexus will be the lead sponsor of Kylie's Aphrodite - Les Folies 2011 UK tour - destined to be 1 of the most visually spectacular and technically complex shows ever staged in the UK.
Kylie, who has enjoyed huge success as an actor, singer, dancer, model and designer, said: "I am absolutely delighted to be working with Lexus on the launch of their new full hybrid CT 200h. I've been lucky enough to have a preview of the car which is both stylish and elegant and will definitely create a Quiet Revolution".
Belinda Poole, Lexus Director, said: "Kylie is the perfect ambassador for Lexus and the new Lexus CT 200h. Kylie has the energy, style and exceptionally popular public profile that will reach directly to customers new to the Lexus brand."
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The campaign will promote Lexus' new CT 200h model, which the car marque describes as "the 1st full hybrid luxury compact car in the world".
The campaign has been created by CHI & Partners. Media planning and buying is handled by ZenithOptimedia.
The soundtrack to the ad features famous drummers, including Pauli Stanley McKenzie from Gorillaz, ex-Smiths sticks man Mike Joyce, Joji Hirota and the Taiko Drummers, and big band aficionado Vince Dunn.
The 30 musicians are filmed in locations including London's Bushy Park, playing their instruments in contrast to the quietness of the CT 200h. Kylie Minogue, behind the wheel of the car, drives by.
The ad was produced by Gorgeous, post-produced by The Mill and directed by Stacy Wall. It was created by Alan Cinnamond and creative partner Nigel Roberts, with Ben Clark was head of production.
Activity includes official Lexus YouTube uploads of the full TV commercial, plus a behind-the-scenes feature and an extended interview with Minogue.
Minogue said: "The CT 200h is your own space for peace and quiet among the hustle and bustle of the world."
Belinda Poole, Lexus director, said: "We believe the CT 200h is a revolutionary vehicle, bringing full hybrid technology to the luxury compact market for the 1st time.
"Kylie is an ideal brand ambassador for Lexus, as not only does she have immense appeal, she is also innovative and has a great personality, which will reach out and connect with new customers that the CT 200h will bring to Lexus."
The CT 200h is expected to launch at the end of next month.
Minogue signed up to be brand ambassador for Lexus at the end of last month. At the end of 2010 Lexus announced it would focus its global marketing around the theme of "progressive luxury"
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Hoovey689
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Dec 14, 2013 08:55 AM
aphrodite, car, ct, ct 200h, designer, hybrid, kylie, kylie minogue, lexus, luxury, minogue, partnerships, quiet revolution, soundtrack, stereo, test
