Lexus is joining its Toyota stablemate Scion in directly courting gay audiences. The luxury brand's edgier, younger sibling has been in the business of marketing to gays essentially since its inception, but this will mark the first time that Lexus has directly sought the homosexual dollar.

Brian Bolain, Lexus' national advertising and media manager outlines the process that led Lexus into the market in a interview. Being gay himself, Bolain elaborated on how and why Toyota rolled out Scion to the gay community, and how such lessons are being applied to the company's upscale Lexus brand.

In addition to discussing Lexus' shifting market strategies, writer Michael Wilke discusses company (and advertising firm) initiatives in place to craft marketing messages that speak to alternative and minority audiences without offending them.

Lexus joins luxury brands like Mercedes-Benz and Cadillac in directly vying for GLBT dollar.

[Sources:; Lexus]

(Top tip, Emulous1974!)


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