Luxury lifestyle brand Lexus has appointed Havas Blvd to amplify the Japanese carmaker’s sponsorship of the Lexus Melbourne Cup, including its showcase presence in Flemington’s exclusive Birdcage enclosure during the Melbourne Cup Carnival.
This year’s Lexus Melbourne Cup is a milestone for Lexus, marking the 20th year of its successful partnership with the Victoria Racing Club and its fifth as principal partner with naming rights to the race that stops the nation.
Havas Blvd will manage consumer and lifestyle communications, including Lexus Ambassadors and friends of Lexus, bringing to life the refined luxury for which Lexus is renowned, through stunning entertainment, culinary, sustainability and design experiences.
The appointment expands on Havas Blvd’s long-standing Lexus Product PR scope that incorporates media relations, content, launches and event-management remits, as well as corporate communications and crisis management.
Says John Pappas, chief executive, Lexus Australia: “Our vision is to become the leader in luxury experiences by making luxury personal. The Havas team will play an important role as Lexus continues to pioneer exciting touchpoints and experiences for guests on and off course during the Melbourne Cup Carnival. Supported by a valued and long-standing partnership with the team at Havas, we look forward to driving the Lexus Melbourne Cup to even greater heights.”
Says Steve Fontanot, managing director, Havas Blvd and Red Havas: “We have enjoyed a dynamic, trusting and successful relationship with Lexus Australia for many years. With capacity crowds expected to celebrate the Melbourne Cup Carnival this year, we are excited to bring to life the wonderful luxury lifestyle that is Lexus.”