Gear Patrol x Lexus

“The Upgrade”, presented by Lexus, is a Gear Patrol moment that rallies around the desire to upgrade into the luxury category; whether it’s your next adventure, your next watch, your next car or your home entertainment setup, “The Upgrade” inspires and educates our readers on how to step into luxury.

The Campaign

Lexus came to Gear Patrol ahead of the launch of their latest model – the IS500 – to tap into our audience of luxury auto enthusiasts. The mission of the campaign was to reach an influential audience in an inspiring and meaningful way through client-supplied video content and high-impact display storytelling.

illustration of Lexus IS500 car

The Result

GPS curated a successful, premium editorial package through 22 published articles, 11 dedicated emails, high impact media display and custom aesthetic and illustrations. The campaign achieved higher than average impressions, pageviews, and amplified the Lexus brand name to our audience of enthusiasts.

Illustration of jeans laying flat with money peaking out of back pocket

We had a chance to catch up with Stacey Cho, Associate Media Director at Team-One, to get her thoughts on the campaign and partnering with Gear Patrol.

"As a historical partner of Lexus and Team One, each initiative with Gear Patrol has not only been successful, but also exciting to ideate and execute. Gear Patrol continues to be a tested performer from a consumer engagement standpoint, offering high quality content that resonates with Lexus’ affluent audience.

“The Upgrade” was another example of a collaborative partnership, ensuring each piece of editorial content had strong alignment with specific passion points through thoughtful consideration and feedback from both parties."

Illustration on wine bottles lined up

Check out The Upgrade, Presented by Lexus campaign here.

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