Lexus - Upcycled Billboard Luggage Tags
NEW YORK JUNE 04, 2014
At the recent Campagnolo Gran Fondo New York bike race, Relan created a luggage tag for each participant out of Lexus billboards to help promote sustainability for the Official Automotive Sponsor.
Working with Relan, manufacturer of repurposed billboard and banner products, Lexus discovered how repurposing their billboards provides a creative marketing opportunity for sponsored events and spurs the discussion about sustainability, environmentally conscious practices and social responsibility. Adding another better business practice to their long list, Lexus, the Official Automotive Sponsor of Campagnolo Gran Fondo New York, has partnered with Relan to create a unique give away for this year’s bike race in New York.
Looking at the life cycle of the vehicle as well as the life cycle of their marketing materials, Lexus turned their old billboard marketing campaigns into a luggage tag for each participant. The Lexus branded luggage tags, with an insert promoting the Gran Fondo race, promotes Lexus’ commitment to the company’s sustainability mission while creating products that help the prestigious event live on throughout the year. People are familiar with Lexus as a luxury car, but most people do not know Lexus is a leader in sustainability and committed to the environment.
During the race Lexus provided the key support cars for race directors, judges and end of race. At the pre-event expo and on the course the lead car and support vehicles were from Lexus. And at the Ross Dock finish line, where participants checked out their results from the Lexus King of the Mountain Challenge, the GS was present.
Lexus is passionately committed to the environment with an acute awareness of the way their actions today will affect future generations. They are finding better, more efficient ways to contribute to a healthier planet, leading the industry in better business practices.
Campagnolo Gran Fondo New York featured more than 5,000 cyclists from some 70 nations, as they made their way from the George Washington Bridge to Bear Mountain State Park and back to Fort Lee, New Jersey. This year only the GFNY BEAR, a 50 mile ride from NYC to Bear Mountain to celebrate Bear Mountain National Park's 100th anniversary also took place.
Relan, a mother-daughter run, WBE certified woman-owned, small business, offers ways to repurpose and remarket your billboards and banners, recoup your media investment and reach your target market through new channels. Relan’s mission is to make a difference in the community and have a significant impact on sustainability for the next generation. Relan products, created from the over 600,000 tons of marketing vinyl and fabric waste, engage employees, channel partners and consumers with the brand and the organization’s commitment to future generations. Relan educates clients on the brand value of re-using their own waste stream coming from their own marketing materials and the benefits to brand loyalty and the bottom line. Relan creates products that resonate with an organization’s employees, channel partners and consumers, such as soft-sided coolers, aprons and beverage totes for beverage manufacturers; and seat cushions, backpacks and pop-up tents for sporting event sponsors. All of Relan’s products are manufactured in the USA.
About Lexus Sustainability and Eco-Thinking
Lexus is finding better, more efficient ways to contribute to a healthier planet and leading the industry in better business practices. The continued commitment to recovering, recycling, and re-using has permeated the entire company. All automakers leave a footprint, but Lexus is determined to make theirs as small as possible.
About Campagnolo Gran Fondo New York
The 4th annual Campagnolo Gran Fondo New York on May 18, 2015 featured the world's most international peloton with riders from over 70 countries and 48 US states. The athletes took on a challenging 100-mile route from NYC to Bear Mountain and back to compete against each other, the clock and themselves in a personal endurance challenge. The 50-mile GFNY BEAR on the same day is a non-competitive ride from NYC to Bear Mountain, to celebrate the park's 100th anniversary. New for the 2014-2015 season, GFNY WORLD features events in Italy, Mexico, Puerto Rico, Colombia, Barcelona and Brazil that lead up to the Championship in NYC on May 17, 2015. Campagnolo Gran Fondo New York raises funds for Operation Smile, the international children's medical charity.
For more information about Relan.
For more information about the Lexus Sustainability and Eco-Thinking, please visit: http://www.lexus-int.com/eco-thinking/recycling.html.
For more information about Campagnolo Gran Fondo New York.