Lexus greets airport arrivals

The luxury carmaker is offering test drives from the Montreal-Trudeau airport to consumers' homes.
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Domestic travellers at the Montréal-Pierre Elliott Trudeau International Airport can add driving a Lexus to their list of options for getting home from the terminal.

The automaker has launched an activation at the airport’s domestic terminal to reach its target of business travellers between the age of 35 and 54, while they wait for their flight.

Started late April and running until July 5, the “Made to Measure” campaign by Lexus and its Quebec-based dealers offers travellers in the departures section the opportunity to sign up to take a test drive home upon their return.

Automakers have been experimenting with new and interesting ways to get consumers to experience their cars, whether through an augmented reality billboard or setting up a slot-car track in downtown Toronto or introducing an interactive driving game in movie theatres. Now Lexus is trying to pique consumers’ interest by offering the free lift as an alternative to a taxi ride or being met by someone at the airport.

Cyril Dimitris, director of Lexus Canada, says the activation is a unique way to extend the test-drive offer beyond the dealership that leverages the airport waiting lounge, which he says provides a good environment to start a conversation with potential customers.

Using the tag line “We pick you up,” the company is promoting the activation, done with AOR DentsuBos and Wasabi Communications, with on-site signage that greets people as they arrive at the airport, as well as at departure gates, and a video aired throughout the airport.

The company has also set up a Lexus branded booth in the airport where brand ambassadors offer information and sign people up. A copy of Lexus’s Beyond magazine is also available for guests to take with them on their trip. The campaign is also being supported by dealer communications and PR.

Dimitris says the program has a goal of completing 400 test drives and the response had been strong in its first two weeks.