While Kate Upton has been unveiled as the cover model for the annual Sports Illustrated swimsuit issue, SI as per tradition will feature many other models, including Tori Praver in the yearly best-selling issue. In an ideally time public relations move, Lexus has announced the campaign TORI 500.
With the headline, "Lexus Throws Sports Illustrated Swimsuit a Curve", the multi-faceted campaign showcases an actual racetrack the automaker created in the shape of Praver’s body.
"Admiring the curves of a Sports Illustrated Swimsuit model is one thing, but actually driving it — that’s something only Lexus and its all-new 2013 GS sport sedan could do with style," begins the campaign.
The campaign elements include:
iOS app—Available at Lexus.com/tori500 and iTunes, SUPERMODELED is a camera app allowing people to place the swimsuit model into their own photos with the click of a button.
Behind-The-Scenes Video—Two of the world’s best professional drivers, race car driver Scott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track (to see who wins a victory lap with Tori in the passenger seat, visit: Lexus.com/tori500 or youtube.com/lexus).
Lexus will participate in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. Additionally, the automaker is the exclusive presenting sponsor of the first-ever, two-day Beauties & Beats Music Festival, happening at The Cosmopolitan of Las Vegas, Feb. 15 -16.
"What better way to help introduce the bold new face of Lexus—the all-new GS—than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”