As the flagship of the Lexus model line, the advertising message described the new LS as a “marvel of engineering, triumph of technology and benchmark of design.” To enhance the overall impact of the LS effort, message reinforcement was seamlessly integrated throughout the various Bloomberg media properties. The print ad placement in Bloomberg Markets provided editorial synergy with the Professional Service terminal, by redirecting readers to a custom Lexus site on the terminal.

The integrated campaign generated 2,059 visits to the terminal’s custom Lexus site from a truly “superaffluent” business professional target. In addition, there were 17,631 visitors that came from Bloomberg.com to the LS launch site. Overall, the Bloomberg partnership allowed Lexus to generate interest from an affluent audience within a niche environment.