Toyota breaks Prairie campaign
By Adnews Staff
The Prairie Zone Toyota Dealers Advertising Association has begun a new advertising campaign that seeks to link to perseverance of people from the Prairies with the quality of Toyota trucks. The association represents 32 Toyota dealers in western Canadian markets. The campaign is intended to depict Toyota as a brand with strong ties to the region and to increase traffic to dealerships. The first element of the initiative is a television commercial that displays images of early farming methods and the Depression, accompanied by copy about people working together to overcome adversity. The ad ends with a Toyota Tacoma driving through a wheat field and the words "Never Quit." The campaign was created by Venture Communications of Calgary. "The idea is to show the strong affiliation Toyota has with the region," said agency vice-president Scott Richards. "Toyota trucks are just like the people of the Prairies. They're dependable. They never quit." The larger campaign will also make use of newspaper advertising, online materials, direct mail and public relations.