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Lexus taps CNN for sponsored editorial series exploring incredible experiences

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By John McCarthy, Opinion editor

March 13, 2018 | 2 min read

Japanese car brand Lexus is to explore the theme of incredible experiences and in particular Omotenashi (Japanese hospitality) in partnership with CNN.

Lexus and CNN

Lexus and CNN collaborate

The sponsored editorial series called ‘Masters of Experience’ will look into how the luxury sector can be improved with innovation around the world.

It will include six videos and eight multimedia features, as negotiated by CNN International Commercial (CNNIC). These will explore scenes such as a 32-course tasting menu at Sweden’s three Michelin starred restaurant Fäviken and a journey aboard Japan’s Seven Star train.

The content will be distributed through CNN’s digital platforms, being served up to desired audiences using data targeting tools CNN AIM (Audience Insight Measurement) and Turner’s Launchpad.

Petra Malenicka, senior vice president of advertising sales, Europe and the Americas, CNNIC, said: “We are delighted to be Lexus’ strategic content partner in this operation and to showcase through the prism of Omotenashi, the luxury credentials of the Lexus brand.

“The rich combination of CNN’s storytelling, data-powered premium content and ample reach will ensure that the Lexus brand resonates with the target audiences across all key markets.”

The Pioneering Spirits branded content hub can be viewed here.

The partnership comes after Lexus enjoyed its integration with the box office-busting Marvel film, Black Panther, where its brand played a significant part.

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