Luxury automotive brand Lexus Türkiye has picked up two prestigious awards in recognition of their outstanding launch of the Lexus RX generation in the Aegean coastal city of İzmir.  

The event, held under the theme, ‘Stay Ahead’ welcomed more than 100 VIPs and members of the automotive and lifestyle media over a five-day period, to experience an interactive launch which saw guests enjoy the power of the new vehicle. 

The team received the ‘Best Event’ award at the ACE of MICE Awards as well as the Silver award in the Launch / Relaunch category at the Brandverse Awards, organized by Marketing Turkey and BoomSonar; the marketing and communication awards platform offers a 360-degree inclusive view to the world of brands with all traditional and innovation marketing, communication, and advertising efforts included.

Focusing on making luxury personal, the Lexus RX launch event worked hard to ensure guests felt special and as though they were taking a starring role.  The launch was a continuation of the ‘Stay Ahead’ themed commercial that Lexus Europe revealed specifically for its new model.  An initial press briefing was followed by an interactive test drive of the RX on a memorable route along the Aegean coast.  Each participant was then given a briefcase, similar to one featured in the TV commercial, who was then tasked with delivering it to a final location following a designated route.

With four stops along the way, participants opened a box to access information about the next location.  They were surprised with a dance show, a staged police control, and small gifts.

By the evening, guests dressed up to walk the red carpet before an Oscar Night dinner, where they were awarded ‘best actor’ and ‘best actress’ nods.  A film, featuring their own experiences, was given at the end of the evening.

This is not the first time that Lexus has been commended for pushing the boundaries by stepping out of conventional automotive launches in recent years.  In 2022 they received recognition for their phygital launch event of the Lexus NX where they pioneered the use of the metaverse and NFT artwork and picked up a Brandverse Gold Award later in the year.

To learn more about the new Lexus RX, visit Lexus Türkiye here.

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