DCC DRIVES NEW ROAD IN HIGHLANDER CAMPAIGN
By Adnews Staff
Toyota Canada's new ad campaign for its Highlander sport utility vehicle hits the airwaves today. The campaign, from Toronto's DCC Communications, continues with the Toyota Truck "You Belong Outside" theme. The new Highlander is designed to combine aspects of a mid-size passenger car with the usefulness of an SUV. Advertising targets young professionals with small families. Television advertising will run for 13-weeks. The 30-second commercials, running in both English and French, are designed to reflect the target audience by featuring activities they participate in as well as places they may drive to. The campaign also includes full-page newspaper ads that broke Feb. 12 for a two-week run in major dailies. Two additional newspaper ads will follow, rotating for eight-weeks. Magazine ads are also featured in the March issues of both English and French Canadian automotive, business and general interest magazines. Outdoor advertising, also breaks today, in major cities across Canada.