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Lexus to Launch Eco-Conscious Online Video Channel

As Toyota's Lexus brand steps up production of hybrid cars such as the LS 600h L, a broadband video channel will launch in the summer featuring topics such as art, architecture, fashion, technology, and eco-friendly living, as well as info on the cars, of course.

According to AdWeek, the channel is being designed to create "a parallel with the character of the brand," according to Lexus national interactive and contextual marketing manager Brian Bolain.

The foray into content is one of several initiatives by the high-end automaker to reach luxury consumers via culture and entertainment rather than strictly car talk, and it comes at a time when "consumers are tired of pre-roll and post-roll ads."

Other efforts include a multi-city art exhibit in progress since the fall launch of the LS 460 sedan, and two environmentally minded efforts: Project Greenhouse, now under way at the Sundance Film Festival, and sponsorship of the Sundance Channel's "Green" programming block set to debut in April.

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