CAUSE-RELATED MARKETING

LEXUS, FERRIS COMMUNICATIONS & SCHOLASTIC

THE LEXUS ENVIRONMENTAL CHALLENGE

In 2007, Lexus partnered with Scholastic to develop a national program entitled “The Lexus Pursuit of Potential” under the auto brand’s newly created philanthropy umbrella. The program not only had an educational component, but it also sponsored a contest that awarded more than $1 million in grants and scholarships to middle and high school students, teachers and schools that are making a positive impact on the environment.