Luxury online travel members-only site Secret Escapes is partnering with upmarket car maker Lexus with which it is offering co-branded road trips.
The advertising partnership is promoting the new Lexus RX SUV. A collection of Lexus Escapes road trips through some of the UK’s most beautiful locations has been created.
Lexus will connect with Secret Escapes’ 14-million strong UK membership during the 10-week campaign.
Alex Saint, Secret Escapes co-founder and chief executive, said: “Our partnership with Lexus is hugely exciting for the business.
“Domestic breaks are such a core part of the Secret Escapes model so it seemed only natural to run a partnership focusing on road trips.
“The fact that we can now offer our members the use of a Lexus RX for their break this Autumn really cements this as a tie-up way beyond a standard ad campaign.
“This will be incredibly exciting for our members and I can’t wait to see how it evolves”
Jason Stanley, general manager, marketing and strategy at Lexus UK added: “We are delighted to be partnering with such a like-minded brand as Secret Escapes.
“This partnership will allow us to showcase the luxurious Lexus RX as it goes on a family adventure across beautiful parts of the UK.
“The quality of the content is befitting for our luxury SUV; we’re really thrilled with the output and look forward to seeing a great campaign unfold.”
A Lexus Escapes microsite provides long-distance road trip guides around Britain and details of a select Lexus collection of hotels, hand-picked by the experts at Secret Escapes.
The site also provides details of the RX self-charging hybrid SUV range, including the new seven-seat RX L, with links to download a brochure and book a test drive.
A video diary features George Hiles, global head of media at Secret Escapes, and his family, as they make an 800-mile journey in the Lexus from the Cotswolds, through the Peak District and on to the Lake District.
Lexus is running a competition with Secret Escapes offering the chance to win a break at Another Place in Ullswater with use of an RX or RX L during the stay.
There will also be a weekly prize draw in which one lucky Secret Escapes booker will be given a Lexus RX or RX L for their UK trip.
Secret Escapes and Lexus are both promoting the partnership through their online media channels, including their websites and social platforms.
There will be high visibility at Lexus retailers, with a special four-minute film running in showrooms and further social media activity generated by each Lexus Centre.