Lexus sponsors MCN series Cloudstreet
Lexus has signed as a sponsor of Multi Channel Network’s new mini series Cloudstreet. Lexus’ marketing manager Matt Tannock said that the series was a good fit for the car marque, as both target market’s are “quite culturally minded.”
The announcement:
17 May 2011: Multi Channel Network (MCN) has secured Lexus as a sponsor of the new showcase mini-series, cloudstreet, based on the acclaimed novel of Australian author Tim Winton.
The highly anticipated mini-series goes to air on showcase over three weekends from 22 May. The cast will feature Stephen Curry and Emma Booth.
Matt Tannock, Manager, Marketing Acquisition of Lexus Australia said the programme is a great fit for the Lexus brand: “We were attracted to the series because it’s perfectly aligned with Lexus’ target market who tend to be quite culturally minded. Among many of the leisure and past time activities, the Lexus driver enjoys the simple pleasure of reading a good novel.”
The sponsorship campaign includes billboards, TVCs, integrated promo spots and marketing inclusions.
showcase is also currently running the behind-the-scenes programme titled cloudstreet – Adapting an Australian Classic. cloudstreet will air exclusively on showcase to FOXTEL and AUSTAR subscribers.
Set in and around Perth during the 40s and 50s, cloudstreet tells the story of two rural families who suffer separate catastrophes and flee to the city to pick up the pieces of their lives and start again.
cloudstreet belongs to the library of exclusive showcase content that originates from novels including: Dexter, True Blood, Mildred Pierce (premiering in September) and Game of Thrones (premiering in July).
showcase is part of the Showtime suite of channels, delivering landmark Australian drama, ground-breaking original series and outstanding independent films and feature length documentaries.
