Lexus turns to wellness with luxury road trips


Dive brief:

  • Lexus is offering people the opportunity to drive its 2021 IS sedan for the first time on a five-day trip designed to promote relaxation and emotional well-being. The “Retreats in Motion” experience allows guests to take a “scenic and restorative walk” between stays at two hotels and enjoy self-care activities along the way, by an announcement of the luxury vehicle brand owned by Toyota.
  • Guests will spend two nights at a luxury resort, then drive approximately three hours to another hotel for a two-night stay before returning. Activities along the way include scenic views, aromatherapy, guided breathing exercises, and healthy gourmet meals.
  • Lexus joins the lifestyle Mindbodygreen media brand to create personalized content from wellness experts for each retreat. Fees for “Retreats on the move” from $ 2,700 for two people, and includes hotel stay, loan of a new 2021 Lexus IS, welcome kit and access to wellness content, according to the announcement.

Dive overview:

Lexus aims to show how its 2021 IS sedan can fit into a lifestyle full of health and wellness with its “Retreats in Motion” experience. Amid studies showing that many Americans are stressed by the pandemic and worried about the future, Lexus’ luxury travel may provide much-needed respite for potential car buyers or fans of the vehicle brand. The trip also marks a turning point in the return of experiential marketing campaigns that have been canceled or delayed over the past year, with health officials urging people to stay home.

“These days, the desire to escape onto the open road to rejuvenate mind and spirit has never been so alluring,” Vinay Shahani, Lexus vice president of marketing, said in a statement. . “The ‘Retreats in Motion’ program not only offers perfectly planned luxury getaways in a Lexus vehicle, but it also enhances classic travel with much-needed recovery experiences.”

The getaway integrates the vehicle as a key element of the experience inspired by well-being. The Lexus vehicle itself positions itself as a “destination and sanctuary” and is equipped with audio content from Mindbodygreen. Content includes sustainability podcasts with author Jonathan Safran Foer, a guided walking meditation with yoga teacher Mary Beth LaRue, and tips on topics ranging from mindful eating to personal longevity. An immersive sound bath in the car with sound therapist Sara Auster helps “create a sense of calm,” according to the ad.

“Retreats in Motion” is the latest innovative campaign from Lexus, which over the past year has experimented with a variety of channels and digital media creators to engage potential customers. The vehicle brand sponsored a video documentary two weeks ago called “Rubber & Sole” which showed how a group of designers created a custom sneaker inspired by the 2021 IS sedan as part of their larger “All In” campaign. . In January, Lexus also sought to engage viewers of the live-streaming platform Twitch by asking them to help it create a customized version of the latest IS model.

The Toyota-owned automobile brand’s digital media efforts over the past year have included a six-part podcast series hosted by author Malcolm Gladwell and the release of his Lexus AR Play app to give users an immersive insight. of the 2021 IS. The brand also created a social media series called “Lexus Creates” which asked people to participate in its creative process. Presenting a tutorial on origami with British artist Coco Sato, Lexus showcased the “pursuit of perfection” philosophy behind its brand.


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