Havas Blvd has been appointed to lead the luxury lifestyle brand’s consumer and lifestyle public relations remit for Lexus Australia.
The appointment includes the management of Lexus ambassadors and friends of the brand, media relations, vehicle launches and loan program, and the leveraging of Lexus Australia’s sponsorship portfolio.
The appointment expands on the agency’s existing Product PR scope.
The decision comes as the global automotive industry transforms towards a future of purely electric vehicles, with Lexus well advanced with its plans in Australia to sell luxury vehicles with hybrid, plug-in hybrid, and battery electrified powertrains only by 2030.
This paradigm shift coincides with Lexus transitioning to a mobility company offering personalised luxury mobility solutions beyond conventional vehicle sales.
John Pappas, chief executive, Lexus Australia, said: “Throughout our partnership, Havas has demonstrated an innate understanding of the unique Lexus brand. Their increased partnership with our team will further support Lexus Australia’s vision of making luxury personal in a rapidly changing world.”
Steve Fontanot, managing director, Havas Blvd, and APAC commercial managing director, Red Havas, said: “Collaborating with the team at Lexus over the years has been an absolute honour. They take pride in their agency partnerships, and we are grateful for their ongoing trust.
“We continue to be inspired by their passion to create and deliver authentic, warm, and personal luxury lifestyle experiences.”
The partnership between Havas Blvd and Lexus comes after the brand experience and production agency was appoint to manage consumer and lifestyle communications of Lexus’s sponsorship of the Melbourne Cup last year.
Havas Blvd brought to life the refined luxury for which Lexus is renowned through entertainment, culinary, sustainability and design experiences.
The appointment expanded on Havas Blvd’s long-standing Lexus Product PR scope that incorporates media relations, content, launches and event-management remits, as well as corporate communications and crisis management.