The Prix de Marie Claire Awards presented by Lexus are known as the most prestigious awards in Australia. They are the only awards to recognise outstanding achievement in style, innovation and design across the beauty and fashion industries. Lexus Australia proudly presented the 2015 Prix de Marie Claire Awards,and following this very successful partnership returned in 2017 as the presenting partner.
As part of the 2017 campaign, Lexus were integrated into every part of the Prix de Marie Claire Awards from the call out for entries right through to the awards night creating an impactful and successful campaign for the brand. This included Lexus holding naming rights of the campaign, inclusion on the media wall, verbal brand mentions both in magazine and at the event, Lexus vehicles displayed as part of a fashion installation within the event, dedicated Next Gen Lexus award, dedicated Lexus native content series, run of site activity on marieclaire.com.au, editorial integration in 6 issues of Marie Claire, brand advertising print campaign and newsletter inclusions.
In addition in 2017 we sent a personalised letter to everyone who attended the awards thanking them for their attendance and inviting them to experience a Lexus by offering a personal concierge to bring a car to their home or office for them to use for the day. Together with Marie Claire, Lexus saw great value in championing and supporting Australia’s premier fashion and beauty awards. Lexus’s brand pillars of Brave Design, Imaginative Technology, Exhilarating Performance and Takumi Craftsmanship aligned perfectly with everything the Marie Claire awards showcased, namely new product launches and fashion collaborations. Lexus embraced the opportunity to support exceptional, emerging talent through the next generation award aligning that new voices and new ideas drive innovation.
Peter McGregor, CEO of Lexus Australia said “Lexus were thrilled to partner with Marie Claire again on what was the most exciting awards night of the year. Together with Marie Claire, we believe in championing and supporting Australia’s premier fashion and beauty industry. Lexus is about being brave in their design, developing imaginative technology, providing exhilarating performance and true to its Japanese heritage, the detail of takumi craftsmanship. Like Marie Claire, at Lexus, we embrace the opportunity to support emerging talent because we believe that new voices and ideas drive innovation. That is why this partnership is so important and perfectly aligned to Lexus”.
Overall, the publicity was independently valued at $10.9million with the 2017 campaign reaching an impressive 82 million eyeball impressions. See how Lexus was seamlessly integrated into the event by watching the beautiful video here.