Lexus Retains Nobox as its Hispanic Interactive Agency.

Nobox announced the launch of www.lexus.com/espanol. The unprecedented Web site makes Lexus the first luxury automotive brand to consider the growing market of Hispanics in the US and bring them a tailored Web site. The launch of the site is being supported with a strategic online media campaign in Spanish-language portals that include Yahoo!, Univision and Terra.

Throughout the site, the lifestyle-oriented feel and the Hispanic sense of warmth is always present. The image of the IS cruising through Miami, the vibrant backgrounds and the inviting new page colors are just a few examples. “Lexus has a strong core of buyers in the Hispanic community, and many prefer Spanish-language sites when researching or shopping online,” said Deborah Meyer, Lexus vice president of marketing.

“We are very excited to contribute to the success of this unprecedented project. From our first meeting, the marketing team at Lexus embraced the idea that to reach affluent Hispanics, they would have to break the mold of how consumer brands market to Hispanics. Lexus understands and values the rising success of Hispanics in the US. Our approach cherishes that success and places Lexus’ vehicles in a lifestyle-oriented setting that affluent Hispanics identify with,” said Jayson Fittipaldi, president of Nobox.