In an attempt to broaden its marketplace appeal, Lexus has been getting jazzy.
For the third year, Lexus is exclusive automotive sponsor of the Hollywood Bowl's summer concert series, 'Lexus Jazz at the Bowl.' The eight-concert series features world artists such as Diana Krall, Poncho Sanchez and Dee Dee Bridgewater, performing along with the Clayton Hamilton Jazz Orchestra.
Lexus will have a prominent place at the table. For its $500,000 investment, the automaker gets media coverage (print, radio and Internet) and all the goodies intended to create a loyal customer following. Eight area Lexus dealers receive free concert tickets to give loyal owners, including a picnic dinner from Pinot Hollywood, an upscale caterer. The series started July 7 and runs through Sept. 15.
In an L.A. twist, Lexus execs such as Bryan Bergsteinsson, group vice president, and Mike Slagter, corporate marketing manager, take part in preshow interviews on local jazz radio station KLON, along with featured guest artists.
Concertgoers also have a chance to ogle a Lexus RX 300, displayed at the Bowl's main entrance; a GS 400 is parked at the Highland Avenue side of the bowl.
Ken Thomas, Lexus sales promotion manager, says the concertgoers are the type of customer Lexus is pursuing: 'an active, intelligent and young-at-heart individual who appreciates the finer things in life.'