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Lexus to launch £6m hybrid campaign

Lexus will be spending £6 million on a new multimedia advertising campaign to promote its range of hybrid models.

The campaign will include national television, billboard, online and magazine coverage.

Designed and co-ordinated by CHI & Partners with communications planning from ZenithOptimedia, the campaign will emphasise the engineering innovations that have Lexus have used to build its hybrid range.

It coincides with the October launch of the LS 600h hybrid power limousine, the new Lexus flagship model.

The television ads will air across six weeks from September 17. The tag line declares: “One day high performance will come with lower emissions....not one day but today.”

A 40-second version will be screened on television, with an extended 60-second version for Virgin Atlantic services airing through to Christmas.

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