- Lexus for the primary time is providing folks a method to drive its 2021 IS sedan throughout a five-day journey geared toward selling rest and emotional well-being. The “Retreats in Movement” expertise lets friends take “a scenic, restorative drive” between stays at two accommodations and luxuriate in self-care actions alongside the way in which, per an announcement from the Toyota-owned luxurious car model.
- Visitors will spend two nights at a luxurious resort after which drive about three hours to a different resort for a two-night keep earlier than returning again. Actions alongside the way in which embrace scenic views, aromatherapy, guided respiration workouts and wholesome connoisseur meals.
- Lexus partnered with way of life media brand Mindbodygreen to create customized content material from wellness specialists for every retreat. Charges for “Retreats in Movement” start at $2,700 for 2 friends, and embrace the resort keep, mortgage of a brand new 2021 Lexus IS, a welcome equipment and entry to wellness content material, per the announcement.
Lexus goals to indicate how its 2021 IS sedan could be a part of a whole way of life of well being and well-being with its “Retreats in Movement” expertise. Amid research displaying that many Individuals are stressed from the pandemic and apprehensive in regards to the future, Lexus’ luxurious highway journey can present a much-needed respite to potential automotive consumers or followers of the car model. The journey additionally marks a turning level in bringing again experiential advertising campaigns that had been canceled or delayed over the previous 12 months as well being officers urged folks to remain at house.
“Nowadays, the need to flee on the open highway to rejuvenate thoughts and spirit has by no means been extra attractive,” Vinay Shahani, Lexus vice chairman of promoting, stated in an announcement. “The ‘Retreats in Movement’ program not solely gives completely deliberate, luxurious getaways in a Lexus car, however additionally they elevate the traditional highway journey with much-needed recuperative experiences.”
The getaway incorporates the car as a key a part of the wellness-inspired expertise. The Lexus car itself is positioned as a “vacation spot and sanctuary” and is supplied with audio content material from Mindbodygreen. The content material contains podcasts on sustainability with writer Jonathan Safran Foer, a guided strolling meditation with yoga instructor Mary Beth LaRue and recommendation on subjects starting from conscious consuming to non-public longevity. An immersive in-car sound bathtub with sound therapist Sara Auster helps “ship a way of calm,” based on the announcement.
“Retreats in Movement” is the most recent revolutionary marketing campaign from Lexus, which up to now 12 months has experimented with a wide range of digital media channels and creators to interact potential clients. The car model two weeks in the past sponsored a video documentary called “Rubber & Sole” that confirmed how a gaggle of designers created a custom-made sneaker impressed by the 2021 IS sedan as a part of its broader “All In” marketing campaign. Lexus in January additionally sought to interact viewers of livestreaming platform Twitch by asking them to assist create a customized version of the most recent IS mannequin.
The Toyota-owned automotive model’s digital media efforts up to now 12 months have included a six-part podcast series hosted by writer Malcolm Gladwell, and the discharge of its Lexus AR Play app to present customers an immersive preview of the 2021 IS. The model additionally created a social media collection referred to as “Lexus Creates” that requested folks to take part in its artistic course of. That includes an origami tutorial with U.Okay. artist Coco Sato, Lexus showcased the “pursuit of perfection” ethos behind its model.