Lexus campaign shows hybrid agenda

Lexus has announced that it will be launching a multimedia advertising campaign in order to show off its new hybrid models.

The luxury car maker will spend over £6 million on national television, billboard, online and magazine promotions.

From September 17th 2007, six weeks of advertising will appear on television with the tagline "one day high performance will come with lower emissions … not one day but today".

Lexus teamed up will full service agency CHI & Partners with communications advice from Zenith Optimedia in order to develop the series.

"The campaign will emphasise the engineering innovations that have enabled Lexus to build a range of high performance cars with substantially better emissions levels and fuel efficiency than rival premium market brands," the company commented.

Founded in 1989, Lexus is a subsidiary of Toyota Motor Corporation and has headquarters in Torrance, California and Aichi, Japan.

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