LAUNCH OF THE 2014 LEXUS IS | NORTH CAROLINA
SERVICES: DESIGN + BUILD, PROGRAMMING, PRODUCTION MANAGEMENT, PARTNERSHIPS MANAGEMENT
To reveal the all new 2014 Lexus IS to the media, WCIP designed an engaging, unexpected multi-day experience for journalists set in the rolling forests of North Carolina. Spanning three venues — a hundred year old golfing resort, an idyllic family farm and a legendary Nascar racetrack — that became the narrative arc in a wholly personal and immersive story. Weaving core Lexus brand values of craftmanship and luxury together with the local artisans and food purveyors surprised and delighted journalists with the opportunity to experience the vehicle in a whole new way. Program highlights included an hand-selected panel of local craftsmen discussing their views on design, a fully merchandised porchside gifting suite with travel essentials for journalists and a pop-up coffeeshop in a racetrack garage for refueling between test drives. Custom furnishings ranged from a custom 50 foot dining table built of reclaimed barnwood to a bespoke cowhide armchair with burned in Lexus logos. Journalists finished their day of pleasure driving with a catered fried chicken luncheon, lounging under a 40 ft sailcloth tent on the leafy green lawn of the Pinehurst resort — the perfect end to a true Southern escape.