Lexus has signed up as automotive sponsor for the forthcoming Times+ Life Lessons Festival, being held in Kings Cross from 9 – 11 September 2022.
Lexus and Times+
As part of the deal, the car brand will be hosting a series of art, craft and mindfulness activations at The Lexus Pavilion within the festival, including Origami classes, mindfulness workshops and interactive art activities.
Now in its second year following a successful pre-Pandemic event at The Barbican in 2020, Times+ Life Lessons is a three day festival exploring all aspects of life, wellbeing, culture and society through a packed agenda of interviews, discussions and masterclasses.
The agenda features a range of big name speakers including Louis Theroux, Caitlin Moran, Dan Snow, Anya Hindmarch and Lemn Sissay.
Organised and promoted for The Times and The Sunday Times by News Live, News UK’s events division, the Times+ Life Lessons Festival leverages some of The Times and The Sunday Times’ world-class lifestyle journalists and commentators, attracting a high-value audience with an interest in how to improve their lives.
Kevin Ledgar, General Manager, Marketing and Strategy for Lexus UK, said: “We have many common values with Life Lessons and are pleased to be supporting the event with various art, craft and mindfulness activations across the three days at Coal Drop Yard.
“Thoughtful consideration is at the heart of the Lexus Brand and we look forward to bringing this to life through our activations at the Lexus Pavilion.”
James Hawker, Commercial Director, News Live, said: “It’s fantastic to have a brand like Lexus so actively involved with the Times+ Life Lessons Festival.
“By creating the Lexus Pavilion, Lexus are integrating with the heart of the event in a way that’s aligned with the ethos of the show.
“The Life Lessons Festival appeals to a valuable and engaged audience from across The Times and The Sunday Times’ readership and beyond.
“To bring them together in an interactive, three day event is a unique opportunity for brands to engage with them at a really intimate level.”