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Lexus Canada breaks new campaign

Automaker Lexus Canada has begun a new marketing campaign promoting its 2014 IS and IS F Sport vehicles. The campaign includes a television commercial called "Intensity" that will run until July 15. It also features an augmented reality element in dealerships. Consumers can use a smartphone to scan decals on dealership floor to view interactive information about the cars. An IS F Sport has also been placed on display at Pearson International Airport in Toronto that also includes the augmented reality element. This feature has also been incorporated into brochures for the cars. In addition, the company is conducted a contest called "Get on Track" via its Facebook page. Twenty-four winners will receive a trip to Mirabel, QC to drive the IS on a race track. A website at offers a collection of videos and photo galleries. Other components include online and mobile ads, as well as out-of-home advertising in Toronto, Montreal, Vancouver, Calgary and Edmonton. "The all-new 2014 IS series offer Canadians a special combination of stunning style and superior performance, resulting in a powerful stimulation of the sensations," said Cyril Dimitris, director of Lexus Canada. "To convey that strong sense of emotion, we have carefully selected the specific elements of our program to set just the right tone for a vehicle that is truly 'Amazing in Motion.'"

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