TORRANCE, California — Lexus is ramping up its December to Remember campaign through a partnership with luxury retailer Barneys New York that includes holiday window displays, retail products, in-store promotions and a chance to win a Barneys shopping spree.
At Lexus dealerships during the month of December, consumers can enter a sweepstakes for the chance to win shopping sprees at Barneys New York, including a $10,000 grand prize and four $5,000 first prizes, along with travel, accommodations and a personal shopper.
The campaign began with the Lexus December to Remember Sales Event, which runs through January 4 and features special lease and finance deals on models like the GS, ES and LS sedans, the RC and IS C coupes, the RX and LX SUVs and the CT, NX and LS hybrids.
By teaming up with Barneys, Lexus has added some extra sparkle to its holiday marketing initiatives.
Window displays in the Barneys New York City and Beverly Hills, California, locations feature penguins surfing on Lexus IS, GS F and RC F model cars as they race around a track. In the background, an animated narrative entitled "Stay Cool" tells the story of a heroic penguin race driver competing against his opponents.
Once kids see all this activity in the window, they're going to want their own racecar, so Barneys is offering a limited-edition 1/10-scale remote-control model of the Lexus RC F performance coupe at its stores and on Barneys.com. The silver and black model features LED headlights and taillights, 20-spoke wheels with racing tires and detailed brake components.
In the Barneys Beverly Hills store, shoppers will find a display featuring a new 2016 Lexus LX full-size SUV and can take advantage of a special promotion in which they'll get the chance to win Barneys gift cards ranging in value from $100 to $1,000.
In addition to the partnership with Barneys, Lexus has launched two new television commercials for the December to Remember campaign.
In the first, called "Snow Globe," Santa crafts a glass globe with a miniature scene featuring a house with a Lexus ES in the driveway. Magically, the scene comes to life and a family gathers to marvel at their new sedan with the bright red ribbon.
The second spot, "Racetrack" takes place at the North Pole where a penguin launches a model Lexus IS onto a toy track. The model transforms into a real IS, which races through a winter wonderland before stopping in a family's driveway. The father who was telling the story is corrected by his son: "But Dad, penguins live in the South Pole."
Edmunds says: The partnership of these two luxury brands gives consumers the chance to have some fun, win prizes and get a deal on a new Lexus this holiday season.