Havas Blvd, the brand experience and production agency of Havas Australia, has been appointed to manage consumer and lifestyle communications of Lexus’s sponsorship of the Melbourne Cup.
This includes the Japanese carmaker’s presence in Flemington’s exclusive Birdcage enclosure during the Melbourne Cup Carnival.
This year’s Lexus Melbourne Cup is a milestone for Lexus, marking the 20th year of its successful partnership with the Victoria Racing Club and its fifth as a principal partner with naming rights to the race that stops the nation.
Havas Blvd will bring to life the refined luxury for which Lexus is renowned through entertainment, culinary, sustainability and design experiences.
The appointment expands on Havas Blvd’s long-standing Lexus Product PR scope that incorporates media relations, content, launches and event-management remits, as well as corporate communications and crisis management.
John Pappas, chief executive, Lexus Australia said: “Our vision is to become the leader in luxury experiences by making luxury personal. The Havas team will play an important role as Lexus continues to pioneer exciting touchpoints and experiences for guests on and off course during the Melbourne Cup Carnival.
“Supported by a valued and long-standing partnership with the team at Havas, we look forward to driving the Lexus Melbourne Cup to even greater heights,” Pappas added.
Steve Fontanot, managing director, Havas Blvd and Red Havas, said: “We have enjoyed a dynamic, trusting and successful relationship with Lexus Australia for many years.
“With capacity crowds expected to celebrate the Melbourne Cup Carnival this year, we are excited to bring to life the wonderful luxury lifestyle that is Lexus,” he added.
Earlier this month, Anthony Freedman stepped down as chairman and CEO of Havas Group Australia and New Zealand later this year, after five years in the role.
Freedman’s departure concludes his involvement with Host (now Host/Havas) and One Green Bean (AU and EU), which he founded in 2000 and 2007 respectively, and which Havas initially acquired 51% of in 2011.
See also: Anthony Freedman leaves Havas ANZ after five years as chairman and CEO