The Neiman Marcus sponsorship was presented and approved as a way to enhance the Lexus brand image and to highlight the launches of two important models. The SC 430 brings to Lexus forward-thinking styling and the brand’s first-ever convertible, and the ES 300 is the entry vehicle for many new Lexus customers. The overall communication goals were:- Establish a strong branding message among the affluent, core Neiman Marcus customer base.- Create a high awareness of the Lexus brand, the SC 430 and the ES 300 in a targeted yet subtle way. Affluent Lexus customers have always been a very elusive target when it comes to media consumption. We know from research that they are relatively heavy consumers of print, out-of-home and the Internet. We kept this research in mind when analyzing and negotiating the key elements of the Neiman Marcus sponsorship. The media elements were:The Book –Team One placed two advertorial spreads featuring the SC 430 (April) and the ES 300 (November) in this seasonal catalog that goes out to all Neiman customers. The Book production staff, utilizing copy and photography provided by Team One, designed the spreads. The end results were spreads that flowed organically with the catalog’s content and design and appeared more like editorial than advertising. Entrée Magazine – In the spring issue a PG 4/C highlighting the SC 430 was placed in the “Incircle Rewards” section of the magazine. In the fall issue, Lexus received a write-up about the ES 300’s amazing stereo system in the “Indulgences” section.

InCircle Wishbook – A four-color booklet sent to all InCircle members detailing all of the luxury products that could be redeemed by point (dollar) level. Lexus received four-color photography and descriptions of the ES 300, SC 430 and the LX 470 luxury SUV.InCircle Point Statement – Point statement sent to all InCircle members. Lexus inserted color photography of the ES 300, SC 430 and LX 470, along with product descriptions.Interactive – Lexus received a link in the InCircle Rewards section on the Neiman Marcus Web site. Lexus was the first partner to have a reciprocal link placed on the Neiman Marcus Web site.Direct Mail – 25,000 InCircle members were mailed an ES 300 announcement piece followed by an ES 300 DVD.OOH – During the Neiman Marcus InCircle exclusive in-store parties in April, an SC 430 was prominently displayed in 10 stores and visually represented (stand-alone, elegant photography on a cloth screen) in another 21 stores.Four in-store owner/prospect events. Each event featured a display of the SC 430, hospitality and entertainment. Invitees were a mixture of people on the SC 430 wait list and a Condé Nast subscriber database, qualified by people with an HHI of $125k+ and who owned a competitive or move-up vehicle. The media team effectively brought this idea to life. Starting with the basic yet successful concept of brand elevation through association, Neiman Marcus was identified as a brand that not only complemented the Lexus brand but could also elevate it in the consumer’s mind. Utilizing strategic planning, learning about Lexus’s affluent consumer, the media team recognized that the InCircle sponsorship and a presence in the much-publicized Christmas catalog would resonate with their passion for the finer things in life. (The InCircle program is Neiman Marcus’s customer retention program. A customer needs to spend a minimum of $3,000 annually to qualify. At certain spending levels the InCircle member can select gifts. At $1,000,000 an ES 300 was offered. At $2,000,000 an SC 430 was a choice, and at $5,000,000 a his and hers SC 430 and LX 470 were offered.) In addition, the media group demonstrated through research that the Neiman Marcus customer and the Lexus customer were the same person demographically and psychographically. Finally, to ultimately get client approval, the media group illustrated to Lexus how they could create a relationship with the Neiman Marcus customer through traditional methods (print, interactive, outdoor, direct mail) in a subtle yet synergistic way. The Neiman Marcus “InCircle” program and the “Christmas Book” promotion effectively reached the Lexus target in a very intimate way. To the Lexus consumer shopping at Neiman Marcus, the association did not look like a Lexus paid placement but rather a system of customer rewards selected by Neiman Marcus. Moreover, unlike other Neiman Marcus partners, Team One went beyond just ordinary placements within the sponsorship. Team One demonstrated to Lexus how to create a relationship with the Neiman Marcus customer through an integrated plan involving traditional methods: print (InCircle, Entrée and the Christmas Book), interactive (linking Neiman Marcus’s Web site to our model pages on Lexus.com), outdoor, direct mail and event marketing (InCircle Rewards parties). To enhance the InCircle sponsorship, Team One successfully recommended that Lexus be the exclusive auto in the famous Neiman Marcus Christmas catalog. Lexus and Neiman Marcus offered exclusive “Silver Belle” SC 430s as the year’s limited edition automobile. Only 100 of the Silver Belles were produced, each with a limited-edition, sequentially numbered badge. Ninety-nine of the cars went on sale October 1, 2001, and sold out within 14 hours. The 100th car was auctioned off on the AOL Web site and the proceeds were donated to charity.

The media team effectively brought this idea to life. Starting with the basic yet successful concept of brand elevation through association, Neiman Marcus was identified as a brand that not only complemented the Lexus brand but could also elevate it in the consumer’s mind. Utilizing strategic planning, learning about Lexus’s affluent consumer, the media team recognized that the InCircle sponsorship and a presence in the much-publicized Christmas catalog would resonate with their passion for the finer things in life. (The InCircle program is Neiman Marcus’s customer retention program. A customer needs to spend a minimum of $3,000 annually to qualify. At certain spending levels the InCircle member can select gifts. At $1,000,000 an ES 300 was offered. At $2,000,000 an SC 430 was a choice, and at $5,000,000 a his and hers SC 430 and LX 470 were offered.) In addition, the media group demonstrated through research that the Neiman Marcus customer and the Lexus customer were the same person demographically and psychographically. Finally, to ultimately get client approval, the media group illustrated to Lexus how they could create a relationship with the Neiman Marcus customer through traditional methods (print, interactive, outdoor, direct mail) in a subtle yet synergistic way.