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Japanese car brand Lexus is to explore the theme of Omotenashi (Japanese hospitality) in partnership with CNN.

The sponsored editorial series called ‘Master of Experience’ will look into how Omotenashi can be used to improve the luxury sector around the world.

It will include six videos and eight multimedia features, as negotiated by CNN International Commercial (CNNIC). These will explore scenes such as a 32-course tasting menu at Sweden’s three Michelin starred restaurant Fäviken and a journey aboard Japan’s Seven Star train.

All this content will be hosted on a branded hub called Pioneering Spirits, run by CNNIC’s in-house studio Create.

The content will be distributed through CNN’s digital platforms, being served up to desired audiences using data targeting tools CNN AIM (Audience Insight Measurement) and Turner’s Launchpad.

Petra Malenicka, senior vice president of advertising sales, Europe and the Americas, CNNIC, said: “We are delighted to be Lexus’ strategic content partner in this operation and to showcase through the prism of Omotenashi, the luxury credentials of the Lexus brand. 

“The rich combination of CNN’s storytelling, data-powered premium content and ample reach will ensure that the Lexus brand resonates with the target audiences across all key markets.”

The hub can be viewed here.

The partnership comes after Lexus enjoyed its integration with the box office-busting Marvel film, Black Panther, where its brand played a significant part.