Kylie Minogue has entered into an endorsement partnership with luxury Japanese automotive brand Lexus, which will see the singer fronting a major new ad campaign for the Toyota-owned car company.
The new promotion launches at a time when the brand is setting out to unify its global marketing around the theme of "progressive luxury"
The new partnership will see the Australian singer appearing in adverts set to roll out in February under the tag line 'Join the quiet revolution’. The campaign is a concerted bid to attract younger consumers to the brand as Lexus launches its first luxury compact vehicle, the CT 200h hybrid hatchback, into the market.
In addition to the ad promotion Lexus is also stepping in to sponsor the singer’s UK tour. Lexus director Belinda Poole stated that the music alignment will appeal to 'new customers we believe will form the core market’ for the new vehicle.
The automotive brand also intends to develop a series of online films featuring behind-the-scenes footage of Minogue's tour. Lexus previously teamed up with R&B singer Ryan Leslie last year in order to promote the redesigned Lexus GX SUV, via a cinematic online web series entitled ‘The Rushers’.
The Kylie/Lexus partnership echoes other recent car and music artist pairings such as Katie Melua and Vauxhall, Citroen and Pixie Lott, Pompalmoose appearing in Hyundai commercials and Swizz Beatz working collaboratively with Aston Martin.