Lexus selects Zenith Interactive to target youth on Times site

Zenith Interactive Solutions, the digital communications arm of Zenith Media, has launched a campaign to popularise the Lexus brand as a high-quality, trendy purchase for younger consumers.

ZIS has targeted the website of Conde Nast's men's fashion title GQ (GQ.com) and The Times Online (times.co.uk) with a range of advertising formats and integrated sponsorship.

The online-only push will run with the strapline, "It's the feeling inside", and aims to hit a target audience of 25- to 44-year-olds.

The creative for the campaign, developed by Partners Andrews Aldridge, features a range of Lexus' younger car marques, including its sports convertible model, the SC430.

Running for three months, the advertising on GQ.com will include the launch of a bespoke Lexus-branded section called "going out", featuring restaurant and bar reviews to target younger, more affluent site users.

The Times Online sponsorship will run for six months and feature an integrated area called "the finest", where users can find the pick of each week's lifestyle and entertainment information.

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