Lexus, MGA launch branded content deal with CBS


CBSThe New York, New Jersey and Connecticut Lexus dealers and the Metropolitan Golf Association (MGA) have launched a unique advertising partnership that will be featured across CBS radio, television and digital properties in New York.  The 12-week Lexus Perfect Drive content initiative is hosted by popular WFAN-AM/FM personality Craig Carton, and was developed in collaboration with CBS Altitude Group and Team One, the ad agency for Lexus, to create excitement in the golf community through an engaging promotion implemented via original audio and video while also driving consumer awareness of the Lexus brand.

Vignettes broadcast on WFAN-AM/FM, WCBS 880, WCBS-FM, and CBS 2 New York, and featured on offer an insider’s view into an array of renowned golf courses, and in-depth conversations with each club’s Head Pro as they reveal tips on what it takes to make par on the course’s most challenging hole.  A different course will be highlighted each week of the campaign.

During the promotion Lexus enthusiasts can visit one of 21 tri-state area dealerships where they can test drive a featured automobile or enter to win a VIP experience at a local golf club.  One grand prize winner will receive a trip to a famed golf resort in Ireland.

“Golf is a major passion point for many of our customers and we are excited to build on our partnership with the MGA to further expose people to our fresh new line-up of award winning Lexus vehicles, while engaging with fans in the tri-state area,” said Greg Kitzens, Lexus Eastern Area General Manager.  “The Lexus Perfect Drive Series is a natural fit for the overarching Lexus brand message, which is centered on the ‘Pursuit of Perfection.’ We are excited to be launching this very compelling platform with CBS as it will provide the golf community with a great opportunity to visit our outstanding dealership network in the tri-state area through a program that is both unique and relevant to the consumer.”

“We had a great time working with Team One and Lexus to create a campaign that highlights their pursuit of perfection and comes to life on a very local level,” said Rich Lobel, EVP, Altitude Group, CBS’s cross platform sales division that utilizes local broadcast assets to help brands connect with consumers.  “Craig is a known golf enthusiast with a distinctive ability to speak to sports fans and champion results for clients.  He will be a great ambassador for Lexus as we execute this program.”