Toyota begins global hybrid marketing campaign
By Adnews Staff
Toyota Canada has begun a national television and print advertising campaign in this country as part of a global marketing effort by the auto maker to promote the benefits of hybrid cars. Hybrid vehicles use a combination of internal combustion and electric power as a way to improve fuel efficiency. Toyota currently offers the Prius hybrid sedan and hybrid versions of the Highlander SUV and the Lexus RX SUV. Next year the company will add hybrid versions of the Lexus GS sedan and the Camry to this lineup. "Even before the current spike in gasoline costs, Canadians have been interested in learning about the benefits of owning a hybrid," said Stephen Beatty, managing director of Toyota Canada. "Our aim with this advertising campaign is to make sure Canadians know that hybrids are not an experiment on our part, but a core, mainstream technology offering significant benefits over conventional, gasoline-powered vehicles." No further details about the campaign, called "Ready to Go," or the agencies involved were available at press time. Past advertising for Toyota Canada has been handled by Saatchi & Saatchi and Dentsu Canada, both based in Toronto.