NATIONAL Q3 MARKETING PLAN

NATIONAL COMMUNICATIONS OVERVIEW
& Q3 PRIORITIES

This quarter, the total National comms spend will be in the region of £3.64m – investing in performance marketing across PPC, Social Media & Display and continuing dedicated activity to multipath finance for all models, now including PCH at £500k from April-Sept

Our Lexus NX Plug-in Hybrid campaign will finish on the 19th July capitalising from the World Cup TV viewing to drive incremental reach amongst audiences previously untapped. The creative campaign will remain the same as last year, supporting the NX Plug-in Hybrid under the creative idea of ‘Experience Amazing Before You Arrive’.

Q3 will see the launch of our new Lexus LBX creative campaign under the same positioning of ‘Everyday Extraordinary’ and maximising the effectiveness of our media-mix playing into audio with the strong track featured on the ad – ‘Feels Right’ by Biig Piig. We will be investing a total of £2m across TV, VOD, YouTube, cinema, radio and digital audio to focus on a multi-channel media amplifier.

We will also continue our partnership with Sky Sports, being the presenting partner of the Sky Sports Tennis channel now for the third year in a row. We are in the midst of our current two-year deal with Sky, meaning we’ll be the channel sponsor from 1st January 2025 until 31st December 2026. You’ll catch our ‘Rise To It’ idents across all programming on the channel with great reach and frequency.

National TV Advert

Radio

Q3 NATIONAL MEDIA LAYDOWN

IN-MARKET RETAIL & SEARCH

This quarter we will continue to invest with key automotive partners. We’ll look to disrupt consumers exploring competitor models by getting our Lexus products in front of them. We’re now six months into this strategy, and we continue to evolve based on the learnings to ensure we are using the platforms effectively.

We are investing over £550k to generate high quality traffic and leads, with our main priority the LBX. This model sits at the heart of our sales ambitions for the year and will receive 30% of the investment. We will also be prioritising the All-Electric RZ and NX Plug-in Hybrid.

We will be using some new imagery on LBX to align with the broadcast campaign going live in July, and our messaging continues to highlight our exceptional product messages and stand out offers.

FLEET/KINTO (BCH)

KEY PRIORITIES:

All-New All-Electric Lexus ES
All-Electric Lexus RZ
Lexus NX Plug-in Hybrid

APPROACH:
Convince and convert strategy using a mix of programmatic display (Gumtree/Motors) + paid social (Meta) to drive traffic and leads.

Targeting in-market, high-intent business audiences across both display and social. Maintaining flexible, optimised investment allocation across formats, audiences and creatives to maximise leads.

Please note that creative shown is WIP only.

NATIONAL CRM OBJECTIVES

CUSTOMER
RETENTION

CONVERT PROSPECTS & LOYAL CUSTOMERS TO ELECTRIC

BRAND
COMMUNICATIONS

CUSTOMER
JOURNEY

Helpful & relevant messaging to increase Service & MOT bookings
Service Plan renewals email programme review and update
Tailored Finance and content offer through repurchase programme

Continue introducing new brand tone of voice and visual elements
Continue to roll out new templates across CRM communications

Create CRM propositions for new EV products and services
Nurture All-New All-Electric Lexus KMI audience with the latest information
(i.e. online reservations)
TZ launch in newsletter
Inclusion of PCH model offers

‘5 Reasons to Choose Lexus’ to raise awareness of Lexus’ value proposition
VOT enhancements live with the improved welcome journey launch
Reengagement of LM KMI audience
LTA partnership activity - ticket giveaways and promotion of summer events

CRM LAYDOWN

Details can be viewed on your Marketing Planners on the Lexus Partnership Marketing Portal.

LTA PARTNERSHIP

Following another fantastic grass court season, we encourage Centres to maintain momentum and continue engaging
with tennis throughout the year. To support this, you can revisit our 2026 plans and local activation opportunities via the
webinar presentation deck.

Looking ahead, attention now turns to the Davis Cup, where the Lexus Great Britain Davis Cup Team will compete against Ecuador at the Copper Box Arena in London on 19^th-20^th September. A small number of tickets will be available to Centres, so please keep an eye out for further details via email in the coming weeks.

For wider support or to discuss your local plans in more detail, please reach out to a member of the team