goal
The magazine is designed to extend awareness of the LEXUS brand and vehicle whilst ensuring an ongoing communications and relationship marketing link with Lexus car owners. It needs to exhibit the best in quality, luxury and technology, incorporating the Lexus branding promise of a “Relentless pursuit of excellence”. This is achieved by constantly reviewing the magazine and improving on content and design.

game plan
When Pacific+ Custom commenced publishing the magazine in February 2004, we originated the format and direction of the current magazine to create a high quality lifestyle magazine reflecting the interests and values of Lexus vehicle car owners. It was not meant to be a magazine high in car content but rather, through appropriate lifestyle features, a magazine that emulates and enforces the luxury brand that is Lexus.

results
The magazine has been an outstanding success in the eyes of Lexus Australia and Lexus globally. Reader surveys indicate a very high level of reading and enjoyment of the magazine with 91% reading it, 94% of these enjoying it and 37% passing it on to others.

The magazine has grown to be an integral part of the Lexus global magazine network with Pacific+ Custom working loosely with publishers in the US and UK and Lexus head office in Japan to ensure a global approach in content and design is maintained. The Australian version is considered equal to the best of the global magazine versions. The magazine carries advertising but it is restricted to around six advertisements per issue (the magazine is 68 pages in total). This is to ensure the Lexus brand is not diluted in a ‘clutter’ of other product/service advertising. The advertising is strictly limited to products and services that are luxury and/or superior quality.

Download Media Kit