TOYOTA BREAKS TRUCK CAMPAIGN
By Adnews Staff
Toyota Canada, based in Toronto, is driving a new campaign into Famous Players and AMC Theatres this fall based on the theme "You Belong Outside." The campaign, created by DCC Communications of Toronto, is the first ever Toyota Truck all-line campaign, including Toyota's 4Runner, Tundra, Tacoma, RAV4 and Sequoia truck models. The campaign is intended to appeal to those who enjoy outdoor recreational activities. It is also intended to position Toyota trucks "as a way in which you can maximize your recreation pursuits by bringing you to the places you've only dreamed of before," said Michelle Foreman, Toyota Canada's vehicle marketing manager. A 60-second cinema spot breaks nationally in theatres October 2. The spot will be joined by three 30-second bilingual television spots that also use the "You Belong Outside" theme. A print component will focus on individual models and product features. Print ads begin running in Canadian auto, business, outdoor, recreation and general interest magazines next month, continuing until the new year.