Situation

Lexus strives for its brand to be associated with quality, luxury and superior customer satisfaction within the automobile industry and sought to create a unique user experience for Lexus owners as they travel through Boston Logan International. Utilizing sponsorship and experiential marketing funding, Lexus and the New England Lexus Dealers Association were looking to accomplish two goals within the New England area: product differentiation and increased traffic to local dealerships.

Tactics

To accomplish these goals, AMI created a first-of-its-kind sponsorship of a Preferred Parking Program at an airport – Lexus Passport Gold (LPPG). The sponsorship provided Lexus with brand immersion within the exclusive parking areas, one-to-one communication with members through various entitlements, and incentives to increase traffic to local showrooms. Through a myriad of entitlements offered to Lexus, they are also able to tie specific benefits to Lexus car owners into the travel experience at Boston Logan. In addition, Lexus branding was extended through all Boston Logan outreach efforts promoting the Preferred Parking Program, including their website and local media advertising.

Results

Upon completion of the sponsorship roll-out, Tim Bliss, Lexus Vehicle Operations Manager, had the following to say: “This is our first foray into the world of airport marketing in the Northeast and we’re very excited about the program we built with AMI. We anticipate a very positive response to the platform created to showcase our full line of Lexus vehicles.” Since the beginning of the program in March 2011, the Lexus Passport Gold program has seen an increase in its membership of nearly 50% (4,963 to 7,334 in October 2013), with continued growth each month.
In the summer of 2013, AMI partnered with the Legal Seafood restaurants inside the airport on behalf of Lexus. The loyalty program was designed to show appreciation to the existing members for their participation in the LPPG program and to also help ease the burden of the hectic summertime travel period. Each LPPG member received a voucher for a free appetizer along with an incentive promoting the Lexus GOLDEN OPPORTUNITY sales event.