Personalised Lexus copy mailed inside Conde Nast Traveller

Lexus is promoting the launch of its convertible sport coupe, the SC, with a direct marketing campaign through Partners Andrews Aldridge.

Potential customers are being mailed a copy of the upmarket magazine Conde Nast Traveller. The mailing aims to communicate that the car is prestigious and only available to a select crowd.

The magazine has an outer cover with the copy: "We're only advertising the SC430 to a few select individuals."

Inside, a double-page ad runs that has been personalised to target each recipient.

The copy on each ad reads: "The SC430, as individual as (recipient's name)."

The promotion was written by Shaun Moran and art directed by Paul Walton.

Steve Aldridge, the creative partner at Partners Andrews Aldridge, said: "The individuality of this car is perfectly mirrored in the personalised ad, and appeals to our very exclusive target audience."

Matt Button, the CRM and database marketing manager at Lexus, said: "This is the first time we have supported the SC with direct marketing, and the agency has grasped the very essence of this model. It's a great use of digital printing and I am confident it will have a big impact."


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