Lexus Turns Up The Heat This Summer

Automaker explores its adventurous side in the launch of the 2010 IS
Convertible integrated marketing campaign

TORRANCE, Calif., May 18 /PRNewswire/ -- Lexus unleashes its mischievous side
with the debut of the all-new 2010 Lexus IS C retractable hardtop convertible,
an entirely new dimension to the IS Line. To launch the highly anticipated
convertible, Lexus is debuting an integrated marketing campaign designed to
emphasize the vehicle's adventurous, playful personality and reach consumers
looking for a thrill.

"The IS C gives Lexus the opportunity to reveal its more dynamic and playful
side," states Dave Nordstrom, vice president of marketing for Lexus. "For the
launch of the long-awaited IS C, we created a new advertising campaign that
allows us to showcase the vehicle's unique personality and give consumers a
glimpse of the adrenaline rush the IS C delivers."

The launch campaign features three IS C broadcast spots and one IS full-line
spot, as well as print, interactive, out-of-home and support at key
Lexus-sponsored events. The TV spots titled, "Hop In", "Running" and "Look
Out", feature the tag line, "Live a little, a lot." Each highlights the
thrill of driving the IS C, as the car hugs every curve on the road and the
drivers experience the thrill of driving top-down in a Lexus.

The IS full-line spot titled, "Scream," features all of the vehicles in the IS
line-up -- the IS, IS F and IS C -- as they speed through the streets at
heart-pounding speeds. The drivers scream with excitement as the vehicles
effortlessly take every turn that come their way. The spots will begin airing
May 18 on prime network and cable stations and will also run on the websites
for ABC, NBC, CBS, FOX, Hulu, ESPN, Comedy Central, Vogue.TV, AskMen.com, Car
and Driver, Road and Track, Facebook and YouTube.

Beyond TV, Lexus has entered into three notable interactive partnerships,
along with banner ads on select lifestyle and enthusiast sites. The
interactive partnership elements include:

-- ABC.com and YouTube
-- Lexus is the first and sole sponsor of the ABC short-form video
channel on YouTube; content includes clips, recaps and webisodes.
Also sponsoring ABC News' YouTube channel.
-- IS C spots on the ABC.com's Full Episode Player.
-- Lexus will be the first advertiser to work with ABC to test
pre-roll
in front of short form content on YouTube.
-- UrbanDaddy.com
-- Lexus IS C will be the exclusive sponsor of the Urban Daddy
digital
lifestyle concierge and microsite, which will also offer consumers
the first iPhone app from both brands. The application provides a
taste of cities' of-the-moment hot spots and trends with a
real-time entertainment concierge and itinerary building service.
-- Additionally, as part of the Lexus IS C campaign, readers can
visit
the "Randomize Your Night" site on Urban Daddy's home
page, created specifically for Lexus. Hit the "Randomizer"
button, and be provided with a real-time itinerary based on
specific
inputted criteria and Urban Daddy's archived library of hot
happening city experiences.
-- Cities include New York, Los Angeles, San Francisco, Chicago,
Miami
and Las Vegas.
-- Brash Media
-- Lexus partners with Brash Media to sponsor Brash's Road Trip
"Guys Getaway" editorial feature.

-- The IS C is highlighted as the ultimate vehicle for guys looking
to
get away in this unique editorial feature.

In addition to the interactive and broadcast elements, Lexus will run a
national print campaign in enthusiast and general interest magazines as well
as regional newspaper ads in key markets, beginning with June issues.

Mobile will also play a prominent role in the launch campaign with ESPN and
UrbanDaddy's first-ever iPhone applications. Additional mobile partnerships
include presence on Wired.com's and Style.com's iPhone applications, The Wall
Street Journal Blackberry application and the Fast Company and Askmen.com
mobile WAP sites. Traffic will be driven to Lexus' WAP site: m.lexus.com.

The 2010 IS C has a base MSRP of $38,490 for the IS 250 C and $43,940 for the
IS 350 C. MSRP does not include the destination fee of $875. For additional
information, visit Lexus.com.

About Lexus
Lexus is celebrating its 20th Anniversary in the United States. Since its
debut in 1989, Lexus has earned a reputation for offering high-quality luxury
vehicles and providing benchmark customer service through its 226 dealers.
This has led to Lexus being the top-selling luxury automaker for nine years in
a row. Lexus is also committed to the environment and is the leader in luxury
hybrid vehicles. Currently, Lexus has three low-emission luxury hybrids
available, with a new HS 250h luxury sedan coming this summer. Through its
innovative technology and outstanding customer service, Lexus is dedicated to
exceeding its customers' expectations.

SOURCE Lexus

Daphne Adair, +1-310-615-2109, daphne.adair@teamone-usa.com, or Alyssa Jones,
+1-310-615-2179, alyssa.jones@teamone-usa.com, both for Lexus