In an astute move by Lexus UK’s sales and marketing team, buyers of its new CT 200h hybrid luxury hatchback can now specify Kylie Minogue in place of the regular car’s wing mirror – drivers had suggested that they’d rather look at Kylie than at the following traffic and rather generously the pocket-sized superstar was only too happy to oblige.
Okay, forgive me for bending the news ‘a little’, but there was little else in the press release from Lexus that caught my attention. But on a more serious note..
Lexus has announced a new partnership with the global superstar to launch its new full hybrid luxury hatchback. The new relationship will see Kylie supporting the introduction of the new Lexus CT 200h through the cross-media “Quiet Revolution” marketing campaign and publicity. In addition to appearing in the upcoming TV commercial and print ads, Kylie will take delivery of her own personally specified Lexus CT 200h (We’ll call it the Kylie-Edition even if Lexus will not).
At the same time, Lexus will be the lead sponsor of Kylie’s Aphrodite – Les Folies 2011 UK tour – destined to be one of the most visually spectacular and technically complex shows ever staged in the UK.
Kylie, who has enjoyed huge success as an actor, singer, dancer, model and designer, said: “I am absolutely delighted to be working with Lexus on the launch of their new full hybrid CT 200h. I’ve been lucky enough to have a preview of the car which is both stylish and elegant and will definitely create a Quiet Revolution”.
Belinda Poole, Lexus Director, said: “Kylie is the perfect ambassador for Lexus and the new Lexus CT 200h. Kylie has the energy, style and exceptionally popular public profile that will reach directly to customers new to the Lexus brand.”