Admiring the curves of a Sports Illustrated Swimsuit model is one thing, but actually driving it—that’s something only Lexus and its all-new 2013 GS sport sedan could do with style. As the Official Automotive Marketing partner of the Sports Illustrated Swimsuit property, Lexus created a multi-faceted campaign called TORI 500, showcasing an actual racetrack the automaker created in the shape of Sports Illustrated Swimsuit model Tori Praver’s body.
iOS app—Available at Lexus.com/tori500 and iTunes, SUPERMODELED is a camera app allowing people to place the swimsuit model into their own photos with the click of a button.
Behind-The-Scenes Video—Two of the world’s best professional drivers, race car driver Scott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track
Print and Online Components—Executions include a four-page spread in the Feb. 14 Sports Illustrated Swimsuit issue and custom tablet integrations featured on iPad, Samsung Galaxy, Xoom and Nook.
Launch Week Events—Lexus will participate in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. Additionally, the automaker is the exclusive presenting sponsor of the first-ever, two-day Beauties & Beats Music Festival, happening at The Cosmopolitan of Las Vegas, Feb. 15-16.
“What better way to help introduce the bold new face of Lexus—the all-new GS—than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”
About Lexus: Since its debut in 1989, Lexus has earned a reputation for high-quality products and exemplary customer service from its 229 dealers. Lexus is the luxury hybrid leader, offering four hybrids that provide the best in innovative technology and first-class luxury. When it began, Lexus offered two models of vehicles. Now, more than 20 years later, Lexus offers variations of 10 vehicles, from the sporty CT 200h hybrid to the V10 supercar, the LFA.
About Sports Illustrated Swimsuit: The Sports Illustrated Swimsuit franchise reaches more than 70 million people annually, and more men 18 to 34 than the Super Bowl. The iconic franchise now spans more than 20 product extensions in digital social, broadcast, publishing, mobile and consumer products, along with supporting a vibrant experiential marketing business. Since debuting in 1964 Swimsuit has become a pop-culture phenomenon and an established launching pad for successful careers in TV, fashion, business and film including those of Kathy Ireland, Cheryl Tiegs, Tyra Banks and Heidi Klum. All of Swimsuit’s product extensions are built upon a heritage of amazing photography and footage of gorgeous models and athletes from the most exotic locations in the world.