Lexus Leaders: Laura & Ryan and Sky Arts

‘Lexus Leaders of the Future’ showcases the experiences and successes of the entire Lexus UK team.

Our team members, managers and leaders within the One Toyota group of companies and the Centre network are key to delivering a genuinely personalised luxury experience for all our customers. Our series focuses on new projects, transformational activities, and best practices that contribute to the collective learning and development across the Lexus UK team.

This instalment features the recent brand partnership between Lexus UK and Sky Arts, developed and launched by Laura Ougden and Ryan Luscombe from the Brand Marketing team. Laura and Ryan collaborated with Sky Arts on a channel sponsorship deal and in producing an ad-funded programme (AFP) , called ‘The Big Design Challenge’. The partnership has been hugely successful for Lexus, especially as it aligned so well with the brave design and Takumi craftsmanship that differentiates Lexus from other brands.

To build awareness around the AFP, Ryan and Laura utilised the Lexus social and press team to create engaging editorial content, shared through organic and paid social media posts. Innovative use of activations like a Sky Arts-branded origami Lexus NX also raised the profile of the AFP ahead of its air date. Creatively, Laura and Ryan had to ensure that the AFP delivered engaging content that not only captured the eye of existing Lexus customers, but also conquest customers who hadn’t previously been reached.

Learn more about Laura and Ryan’s innovative and creative partnership with Sky Arts and ‘The Big Design Challenge’ in the short film below.