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NEW YORK Lexus is gearing up to launch a broadband video channel targeting imminent and casual car buyers.
The branded offering, due to go live this summer, will carry short-form series about art, architecture, fashion, technology and eco-friendly living—along with more predictable fare such as automotive tips.
Overall, the channel is being designed to create “a parallel with the character of the brand,” according to Lexus national interactive and contextual marketing manager Brian Bolain.
“If you’re not in the market for a car today, we now have another platform to give you the flavor of innovation,” said Bolain.
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