Lexus Promotes SI Swimsuit Models

Lexus Promotes SI Swimsuit Models

Seriously.
Admiring the curves of a Sports Illustrated Swimsuit model is one thing, but actually driving it—that’s something only Lexus and its all-new 2013 GS sport sedan could do with style.
Honestly, I did not pen that paragraph – it’s straight from a Lexus news release.
Who would have imagined that Lexus, the staid maker of luxury cars, would create a promotion around swimsuit models? It’s true though, as Lexus is the Official Automotive Marketing partner of the Sports Illustrated Swimsuit property. It has created a multi-faceted campaign called TORI 500, showcasing an actual racetrack the automaker created in the shape of Sports Illustrated Swimsuit model Tori Praver’s body.

“What better way to help introduce the bold new face of Lexus—the all-new GS—than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”
If you want to place a swimsuit model in your own photo, you can with the SuperModeled iPhone app available from Lexus.com/Tori500 and iTunes. You can watch two of the world’s best professional drivers, Scott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track on the website as well.
As part of the promotion Lexus will participate in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. Additionally, the automaker is the exclusive presenting sponsor of the first-ever, two-day Beauties & Beats Music Festival, happening at The Cosmopolitan of Las Vegas, Feb. 15 -16.
I don’t think many of us would have expected a campaign like this from Lexus. Nonetheless, it’s good to see the company shaking up its image.

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