6 April 2018
ROSE Agency Promotes Lexus Music Experience – Music of New Impressions
Rose, a top public relations and content marketing agency, developed and implemented a new musical project for its client Lexus – Lexus Music Experience (LME).
As part of Lexus Music Experience project, the digital platform has been created – music.lexusdome.ru, which combines unique content and round-the-clock audio stream with actual music. Also, as part of LME project, a series of events were organized in the Lexus Dome space in Moscow.
The content has been developed by a team of musical experts, including popular Russian musicians and avid music lovers. The experts of the project were «SBPCH» band, DJ Mujuice and Deep Fried Friends group. Round-the-clock audio stream with actual music was also created, and it was available in the Lexus Dome and on the website www.lexusdome.ru.
During the series of events, two musical performances of the project’s experts were arranged – the concert of «SBPCH» band and DJ Mujuice, as well as the concert of the Grammy laureate Thundercat and Deep Fried Friends group.
The project was accompanied by a large-scale PR campaign, which covered popular radio stations (including Europe Plus, HitFM, Maximum, Love Radio), as well as life-style, music and online publications.
«The agency faced the task to develop a project that would draw the young audience’s attention to the Lexus brand and its key messages. By developing and proposing the project, we integrated Lexus into a musical direction, which is new for the brand. It supplemented the brand’s current initiatives in the fields of cinema, design and art,» said Galina Savina, Rose General Director.