Lexus McCartney Sponsorship More Than Just a Ticket to Ride

Lexus McCartney Sponsorship More Than Just a Ticket to Ride

Marketing Extensions Maximize Lexus' Relationship With Music Icon

TORRANCE, Calif., Nov. 21 /PRNewswire/ -- To broaden the reach of its groundbreaking partnership with Paul McCartney, Lexus has created an integrated marketing campaign to reach McCartney fans and Lexus owners at multiple touch points. The partnership -- which runs through March 2006 -- represents the first time McCartney has ever partnered with a commercial brand in his distinguished career.

"My partnership with Lexus is a natural fit. Lexus and I share the same philosophy and approach to creating the best work possible -- me with my music and art and Lexus with the vehicles they create," said McCartney. "This is a fun and rewarding experience for all."

"The Paul McCartney US Tour Presented by Lexus offers us a unique opportunity to align with such an icon and create memorable experiences for fans and Lexus owners," said Keith Dahl, Lexus national event marketing manager. "We wanted this to be an experience that would be remembered long after the concert series is over."

Lexus' marketing extensions include the following:

* Paul McCartney Signature Edition RX 400h -- Lexus has created a single,
one-of-a-kind Paul McCartney-themed RX 400h to benefit
Adopt-a-Minefield, an organization dedicated to resolving the global
landmine crisis and a charity close to McCartney's heart. The vehicle
features McCartney's famous Hofner Bass and VOX amplifier throughout
the design and will be awarded with a 1962 reissue Hofner Bass and VOX
amplifier to the winner of Adopt-a-Minefield's online fundraising
sweepstakes at www.landmines.org. The vehicle will be traveling with
the concert tour and will be on display at each venue.

* Lexus Experience -- To support the launch of McCartney's new CD "Chaos
And Creation In The Backyard," Lexus has created a special sweepstakes
that gives McCartney fans one more opportunity for tickets to his
sold-out concert tour. Fans that purchase specially marked CDs at
select retail outlets obtain a unique code to enter the sweepstakes for
a chance to win one of five prizes, including a Lexus Experience at
McCartney's final concert in Los Angeles. The winner of this prize
will receive a trip for two to Los Angeles, stay at the Peninsula
Beverly Hills and be chauffeured in a Lexus to the McCartney concert.
Other exciting prizes include the world's first luxury hybrid SUV Lexus
RX 400h, a premium Mark Levinson home sound system and collections of
McCartney's music.

* McCartney and Lexus Partnership Web site -- Lexus owners and McCartney
fans interested in listening to McCartney's new music or learning more
about him and the special programs Lexus has created to celebrate the
sponsorship, can visit the McCartney micro site at
www.Lexus.com/McCartney. Fans can also purchase McCartney's new CD on
the site.

* Special Owner Benefits -- Lexus has created many memorable programs for
its customers:

-- A special Paul McCartney music compilation CD, titled "Motor
of Love," featuring music selected by McCartney, was packaged
with his new CD and given to Lexus dealers to provide to their
customers.

-- Lexus also held a special ticket sweepstakes on the Lexus
owner web site to award several lucky owners two tickets each
to McCartney concerts in each tour city.

-- Additionally, Lexus owners received an exclusive peak into
McCartney's life through two feature articles in the Lexus
magazine.

* Lexus Hospitality -- In select tour markets, Lexus is hosting
invitation-only hospitality events that pay homage to McCartney's
varied artistic career, featuring his artwork, photographs, poems,
animations and children's books.

* Advertising -- McCartney lent his new hit song "Fine Line" to Lexus for
the new RX 400h luxury hybrid SUV advertisement titled "Alternative."
McCartney, a long-time environmentalist, owns an RX 400h, and it was
Lexus' commitment to environmental consciousness that made for a
particularly attractive partnership.

In addition to "Alternative," Lexus is running a print advertisement
titled "Green Carpet," which features the Lexus RX 400h against a white
background with a green carpet leading to the vehicle. The ad
highlights Lexus' sponsorship of the McCartney concert and will run in
various lifestyle publications such as Entertainment Weekly and Vanity
Fair.

For more information about the "Paul McCartney 'US' Tour Presented by Lexus" visit www.lexus.com/mccartney.

About Lexus

Lexus has become synonymous with luxury since its introduction in 1989. By offering some of the finest quality luxury vehicles and providing benchmark customer service, Lexus has remained the top-selling luxury nameplate in the United States for five years in a row. Lexus and its 214 dealers have repeatedly achieved high honors for both the products they sell and the customer service they provide as rated by the independent research firm of J.D. Power and Associates. For more information on Lexus and its products visit www.lexus.com.

Source: Lexus

CONTACT: Meg Seiler, +1-310-615-6986, meg.seiler@teamone-usa.com; or
Kathy Macaraeg, +1-310-473-9720, kathy@kjm-marcomm.com, both for Lexus

Web site: http://www.lexus.com/
http://www.lexus.com/mccartney
http://www.landmines.org/

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