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In 2002, Story launched the first global brand marketing programme, which aimed to deepen brand loyalty through localized content. Over the last six years the programme has been identified as a benchmark in customer publishing.
Like Lexus vehicles, the magazine embodies the “pursuit of perfection” and reflects a sophisticated nature and understated elegance, with rich editorial content and award-winning photography. Contributors include top photographers and writers for The New Yorker, Gourmet, Wallpaper* and National Geographic.
Content extensions have included an MSN portal, email newsletters, video stories for Lexus websites, travelogues for TiVo and other VOD applications, streaming video for mobile phones, and serialised fiction.
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- Lexus Magazine
- The effectiveness of Lexus magazine is quantifiable through reader feedback, client testimonials and increased circulation.
A recent 2007 European reader survey demonstrated that, after reading Lexus magazine:
- 59.8% of readers logged on to the Lexus website
- 23% visited a dealership and test drove a Lexus
- 57% of readers agreed they felt more valued by Lexus as a result of receiving the magazine
- 73% found their magazine enjoyable
- 91% felt they could believe what they read in Lexus magazine
- 86% feel informed about Lexus developments
- 95% felt the quality of the writing was good and excellent (many do not realise the content is not translated)
- 79% agreed the magazine reflects their image of the Lexus brand
- 55% felt the magazine helped them to choose their next Lexus
- 91% thought the magazine presented Lexus as an innovative company
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- Lexus Brochures
- Story Worldwide localises the Lexus Europe Division brochures for the Lexus GB market by taking the best of the European content then adapting the content, copy, images and tone of voice to suit the Lexus GB target audience.
Story produces the following publications for distribution in Lexus Centres, at events or upon request. The publications engage prospects with Lexus through high-quality images, strong editorial content and great design.
- pre-launch brochures
- model brochures
- series brochures
- event flyers
- running change inserts
- approved pre-owned brochures
The brochures and flyers promote the Lexus brand to a wider audience and strengthen customers’ and potential customers’ relationships with Lexus.
- "I have just been reading the latest edition of Lexus magazine. This is a very fine example of exquisitely written Lexus literature..."
- Johan Vanden Bergh, Lexus client Belgium
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