Aligning Lexus with other luxury brands in a luxury lifestyle programme greatly enhances the impact of the brand by not only implying to consumers that Lexus pursues perfection, but showing them what that means and how it can improve their life experiences. Fine Living’s mission to provide viewers with ways to “Live Like You Mean It” is integrated with Lexus’ “Passionate Pursuit of Perfection” to provide content that is relevant to an affluent consumer’s mindset.

This represents 1% of Lexus' cable budget, generating 832,000 impressions over eight weeks. Fine Living is available via digital cable and satellite and subscribers average 43 years old with household incomes over $75,000/year – perfectly in Lexus'sweet spot. Efficient, effective communication sent to the right audience at the right time.