Airport Parking Sponsorship Program for Lexus

1. Airport Parking Sponsorship
Program
Case Study
Lexus

2. Lexus & AMI
Membership Parking Sponsorship
Situation
Lexus strives for their brand to be associated with quality, luxury and superior customer satisfaction within the automobile industry. To emphasize this, Lexus
wished to create a unique user experience for Lexus owners as they travel through Boston Logan International. Utilizing sponsorship and experiential marketing
funding, Lexus and the New England Lexus Dealers Association were looking to accomplish two goals within the New England area, including product
differentiation and increase traffic to local dealerships.
Tactics
To accomplish these goals, AMI created a first-of-its-kind sponsorship of a Membership Parking Program at an airport – Lexus Passport Gold. The sponsorship
provides Lexus with brand immersion within the exclusive parking areas, one-to-one communication with members through various entitlements, and incentives
to increase traffic to local showrooms. Through a myriad of entitlements offered to Lexus, they are also able to tie specific benefits to Lexus car owners into the
travel experience at Boston Logan; one benefit included a free appetizer at a restaurant located inside of the airport. In addition, Lexus branding is extended
through all Boston Logan outreach efforts promoting the Membership Parking Program, including their website and local media advertising.
Results
Boston Logan has reached 196% of their goal for new accounts in the Membership Parking Program during Year 1 (1,471 new members vs. a goal of 750). Upon
completion of the sponsorship roll-out, Tim Bliss, Lexus Vehicle Operations Manager, had the following to say: “This is our first foray into the world of airport
marketing in the Northeast and we’re very excited about the program we built with AMI. We anticipate a very positive response to the platform created to
showcase our full line of Lexus vehicles.”