June 11, 2013
Continuing a tradition spawned in 2007, Toyota Corp.’s Lexus will join the United States Golf Association as the exclusive automotive partner of the 113th U.S. Open Championship June 10-16 at the Merion Golf Course in Ardmore, PA.
Establishing this year’s event as a groundbreaking enterprise, Lexus will expand its presence beyond the golf course into the surrounding area. With this move, Lexus will provide both U.S. Open attendees and golf fans unable to attend an engaging, golf-centered experience.
"At Lexus, we are always looking for ways to connect with our audience, so partnering with the USGA and the U.S. Open Championships is a perfect fit," said Nancy Hubbell, prestige communications manager at Lexus, Torrance, CA.
"We are proud to be the exclusive automotive sponsor and feel that our vehicles complement the game and the championships," she said.
A city-wide chance for par
Lexus will set up stadium-style screens with ample seating in multiple locations as far as Philadelphia to ensure that local fans can view the U.S. Open.
Vehicle displays are planned for these sites to give a sense of the Lexus models.
A golf simulator, golf cart simulator and other activities will be available for fans as well.
In addition, U.S. Open attendees will have exclusive access to a display of the 2014 IS sedan. A new 2014 IS 250 vehicle can be won with a winning stroke on the golf simulator.
2014 IS vehicle interior
Also, a swath of interactive activities will accompany the golf simulations such as superimposed photo opportunities with former champions and Lexus ambassadors, occasions for autographs and a social challenge in which guests rack up points by swiping cards at kiosks.
Lexus’ choice to reach out shows its recognition of golf fans from all backgrounds.
“The offsite event is similar to strategies other sports have employed during major events," said Chris Ramey, president of Affluent Insights, Miami, FL.
"Leveraging assets is important to ensure ROI,” he said.
Ultimately, by providing a range of light activities and displays, Lexus will enhance rather than distract from the atmosphere.
“Lexus has been successful with sponsorships by adding creative wrinkles to surprise and delight their clients,” Mr. Ramey said.
Driving to victory
Corporate partnerships with sports organizations and popular sports figures have proven auspicious for luxury brands.
"Lexus needed to do something dramatic to retain its leadership in the luxury-car field," said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy.
Crossing industry boundaries supplies luxury brands with the leverage needed to find new consumers. These fresh promotional angles attract hard-to-reach consumers.
Furthermore, linking up with new sports partners helps luxury brands display their versatility and emphasize their high-quality service.
For instance, Swiss watchmaker Richard Mille is sponsoring British automaker’s Lotus’ Formula One racing team with the intent of generating sustained exposure and piquing new interest (see story).
Similarly, another Swiss watchmaker, Hublot, has elected Kobe Bryant, all-star point-guard of the Los Angeles Lakers, as its new brand ambassador (see story).
Both Lexus and USGA have charity records, which will be accented with their continued partnership.
“We have always sought opportunities to reach our consumers in unique ways and expect to continue to do so in the future,” Ms. Hubbell said.
Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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