Lexus, the luxury car division of Toyota Canada, is wishing its Chinese-Canadian customers and prospects a happy New Year in the expectation that good fortune and prosperity will visit the car maker’s dealerships.

Customers received cards last month with the Chinese-language greeting, ‘The Gold Ox wishes you a smooth ride in the year ahead,’ to celebrate the Year of the Ox.

Two Canada Post Chinese New Year stamps in commemorative gift format and a number of red packets – traditionally used by the Chinese to give New Year’s gifts of money to relatives and children – were enclosed with a personalized letter in English and Chinese.

At the same time, a print campaign in national Chinese newspapers offered a 24-karat gold ox charm to anyone purchasing a new Lexus during the month of February.

A television image campaign in Toronto and Vancouver was launched to coincide with Chinese New Year, and is ongoing.

SMW Advertising of Toronto handles advertising for Lexus.