Toyota drives Camry hard

By AdNews | 13 September 2002
SYDNEY: Toyota has formed a partnership with PBL as part of its biggest campaign for 2002, for the launch of the Camry and Sportivo models, and will ÒroadblockÓ Sunday night movies for the next three weeks. Peter Webster, general manager marketing & communications at Toyota, said the campaign by Mojo Partners begins on 15 September with advertising roadblocks during the Sunday night movie on the three free-to-air commercial TV stations as well as sponsorship of 60 Minutes. ÒWeÕre a big advertiser in a big category, with a lot of competitor activity in the last quarter of the year,Ó said Webster, referring to the launches of HoldenÕs VY Commodore, the Hyundai Getz, MazdaÕs M6 sedan and FordÕs BA Barra Falcon. Webster insisted however that rather than simply flooding the market with a heavyweight spend, it is Òmore a strategy that recognises the Camry is a family car and Sunday is a family viewing nightÓ. ToyotaÕs joint venture with PBL will see the Nine Network, ACP magazine titles, Ninemsn, Hoyts and Crown Casino involved in advertising and promotional initiatives, with each element acting off the others. Webster said the partnership was not about getting cheaper rates, but creating Òmoney-canÕt-buyÓ opportunities with the mediums working together and becoming more involved in promotions and advertising. He added that as a top 10 advertiser Toyota is already able to negotiate good rates and is more interested in creating its own media conglomerate that can work together for the brand. Richard Cann

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