While the Lexus target market is very familiar with the brand, some consumers have a difficult time defining the specific personality and benefits of the individual models. The marketing objective put forth in the Sustaining Banner campaign brief was to clarify the unique position each vehicle should hold for the consumer. The target market for “Interstate” was potential SC drivers: sophisticated, stylish men and women who are not driving enthusiasts, but demand a car with a powerful engine and crisp handling. The banner set out to convey the seductive luxury of the SC convertible.