The traditional American holiday season, stretching from Thanksgiving to New Year, has long been marked by parties, celebration and football but in recent years it also has become a critical period for selling cars, SUVs and trucks.
For the 19th consecutive year, Lexus, one of the brands instrumental helping make the holiday season in into a major period for marketing vehicles, is launching its annual “December to Remember” Sales Event this week.
The marketing campaign began with three national spots, showcasing how the gift of a Lexus during the holidays offers experiences throughout the entire year. It has since been copied by others in the industry such as Mercedes-Benz and GMC.
“This time of year is full of joy, magic and cherished family traditions that last well beyond the gift-giving season,” said Cooper Ericksen, Lexus vice president of marketing. “We wanted to capture this idea that a ‘December to Remember’ with Lexus has the potential to create unforgettable moments that last all year round.”
(Lexus lets its emotions flow with new RC coupe. Click Here for the story.)
As in the past, the three new Lexus commercials highlight families making memories with their brand-new Lexus throughout the year — during holidays like Easter, Fourth of July and Halloween and other special moments like moving a child into his new college dorm, or attending a high school football game with the family.
The ads all culminate with the familiar “December to Remember” jingle, a shot of the classic red bow on a Lexus in the driveway, and a voiceover stating, “Find the gift that keeps on giving at the Lexus ‘December to Remember’ Sales Event,” Lexus officials said.
(Click Here for more about Lexus downsizing with new UX crossover.)
To extend the reach of the campaign, adaptions and translations of “Joy” were created for Asian-American audiences across five key markets, while “Memories” and “Celebrations” have been adapted for Black and Hispanic audiences, respectively.
The broadcast spots begin airing nationally today on prime time, late night, cable, sports programming and more. The print campaign features bright product-focused imagery, noting, “‘Tis the season for great offers on the gift you can unwrap again. And again. And again.”
(To see more about Lexus and its plans for cars in the future, Click Here.)
Digital will run on popular automotive, lifestyle and sport websites and out-of-home extensions will appear in 11 key markets, including high profile placements in Times Square and Capital One Arena.