We do everything in our power to make owning a Lexus an amazing experience. We aim to create a first class ownership experience, which includes bespoke services designed to take care of you and your Lexus. But we also believe that the Lexus ownership experience can expand into related areas, such as the places you drive to visit and the uplifting experiences that you can enjoy there.
With that in mind, Lexus sponsored a host of exciting experiential activities over the summer with its partners – from food festivals to major tennis tournaments. This article provides a summery summary of these events, which we hope will provide a brief taster of similar experiences you will be able to look forward to in 2025.
Lexus summer 2024 experiential activities:
BBC Good Food Show Summer
Lexus kicked off its 2024 events schedule as headline sponsor of BBC Good Food Show Summer at the NEC, Birmingham. Hosted on 13-16 June, this event offered a full programme of live entertainment and cooking inspiration, interspersed with a generous helping of shopping and tasting stop-offs – one of the most special being Lexus’s own Takumi Lunch Club. The roll call of chefs and experts was huge, including such well-known names as Nadiya Hussain, James Martin and Michel Roux.
Meanwhile, our large stand in the main exhibition hall introduced visitors to a broad selection of Lexus SUV models.
Headline partner of the Lawn Tennis Association
Lexus first announced its multi-year partnership with the Lawn Tennis Association in the summer of 2023, which set the stage for a huge 40-week programme of domestic grass court events in 2024. Complimentary tickets and VIP hospitality experiences were handed out to prize draw winners for championship events at Surbiton, Nottingham, Birmingham and Eastbourne, not to mention the Davis Cup Finals and the two-week-long championship at the iconic Queens Club in West Kensington, London.
Continuing its inspirational tennis theme, Lexus launched a set of exclusive dual-branded rackets in collaboration with Dunlop and revealed a free-to-enter competition where owners had the chance to win one of the 25 limited edition rackets that were produced.
BBC Good Food Festival
The second of the BBC’s flagship shows was the Good Food Festival, which was hosted at the world-famous Goodwood Estate on the 16-18 August. As visitors have come to expect, there was something for everyone: summer recipe suggestions, live cooking demos at the festival kitchen, toe-tapping live music, book signings by celebrity chefs, and make-your-own picnic workshops.
Lord March’s country residence is also something of a motoring mecca, thanks to it being the venue for events such as the Festival of Speed and Goodwood Revival. Lexus therefore negotiated for selected showgoers to explore the estate’s private roads (including the famous Goodwood hill climb) in test-drives of the new all-electric RZ 450e or commanding RX 450h.
Hampton Court Palace Food Festival
Barely a week after the previous major show (above), Lexus’s busy experiential team headed to south-west London and the spectacular grounds of Henry VIII’s former residence for the Hampton Court Palace Food Festival. This fantastic day out allowed ticketholders to peruse the palace and gardens, listen to live music, play traditional garden games, as well as indulge their senses in all the food-related exhibitors and producers.
Henry VIII has been described as the least well-travelled of all sixteenth century European monarchs. However, Lexus ensured that visitors to the show had the opportunity to explore the palace grounds in comfort and style behind the wheel of the all-new, CoTY award-winning Lexus LBX. Visitors were also invited into a special marquee to try their hand at origami, under the skillful direction of contemporary artist Coco Sato.
Lexus experiential activities: conclusion
Lexus has thoroughly enjoyed providing its guests with memorable experiential activities this summer with the help of its partners. So much so, in fact, that the wheels are very much in motion for next year’s events. We cannot give away too much just yet but we can assure you that the summer of 2025 will provide oodles of inspiration and plenty of unmissable, money-can’t buy opportunities.
Watch this space for more information. But in the meantime, why not learn more about Lexus experiential partnerships here.
