Lexus Legends - Net Results Marketing

Lexus Legends

To build upon Lexus’ sponsorship of the US Open tennis tournament, Lexus was interested in hosting a unique event targeted at non-Lexus owners. Net Results proposed and implemented two days of exclusive tennis clinics at the USTA Billie Jean King National Tennis Center, home of the US Open. The Legends included Jimmy Connors, Martina Navratilova, Billie Jean King, Tracy Austin, Mary Joe Fernandez, Pat Cash, Mark Woodforde, Gigi Fernandez, Tim Mayotte, MaliVai Washington and Luke Jensen Guests participated in exclusive, intimate tennis clinics with the tennis legends for 40 minutes each, with the Legends rotating courts to each hit the maximum number of guests. All of the Tennis Legends also participated in a Mixed Doubles exhibition match on center court, inside Arthur Ashe Stadium. While the players warmed up, Team Captains, Jimmy Connors and Billie Jean king fielded questions from eager guests. After the exhibition match, all 11 Legends signed autographs for the fans.

The Results:

Over 600 people participated in the clinics over a two day period. 86.6% of respondents rated their overall experience as Outstanding.

“The dealers have really been pushing us in event marketing to do more conquest initiatives and try to reach some new people who may not be aware of the Lexus brand and make them aware of products as well as what being a Lexus owner is like,” Vince Salisbury, event marketing and partnership manager for Lexus, told Event Marketer Magazine. “This is an experience [consumers] couldn’t get on their own”.

Comments from guest included:

“I am writing to express my sincere thanks for a wonderful time at the Lexus event. . . it was once of the nicest events I have ever attended – great fun with hosts that clearly extended themselves to make sure all participants were satisfied.”

“I would like to thank you very much for a wonderful day . . . This day was truly a dream come true and one I will never forget. . . The legends you had invited, the structure of the day, organization of the guests, friendly workers and attention given to each guest made this day very special to me and my wife.”

“What a fabulous day. I enjoyed everything. Very well planned and executed. Coming to the US Open this year will be more special since I’ve now “peeked” behind the scenes. I loved the clinic and watching the pros. Thank you so much.”