The integrated campaign, through Partners Andrews Aldridge, uses the line "It changes everything" to emphasise what Lexus believes are the model's mould-breaking features, such as a knee airbag, power-operated rear door and advanced air suspension.
Thousands of existing customers and prospects will be mailed with a book that has been written to mark the launch of the RX300. The book will complement a press insert and online campaign, to be overseen by Lexus customer relationship management and database marketing manager Matt Button.
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