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Prairie Toyota Dealers begin Call of the Tundra contest

The Toyota Dealers Advertising Association (Prairie Zone) has resumed a contest promotion called “Call of the Tundra.” Similar to a contest of the same name conducted by the organization last year, the initiative is aimed at male outdoor enthusiasts. Participants must pick up a ballot at a Toyota dealership, then enter online at <http://www.winatoyotatruck.com>. Five winners will receive four-day fishing trips for two at Selwyn Lake Lodge in Saskatchewan. While there, the winners will participate in a fishing derby that will be filmed by Global Television. The winner of the derby will receive either a Toyota Tundra or Tacoma. The second-place finisher will win a Yamaha Kodiak ATV. The footage will be used as the basis for a branded 30-minute television program that will air on Global in October 2007 to promote next year’s contest. The initiative was developed by Venture Communications of Calgary. “Just holding a contest and shelling out prizes is no longer enough as a marketing tool,” said Venture vice-president Scott Richards. “This year’s Call of the Tundra is a prime example of Venture’s capabilities, using our synchronized approach with multiple platforms. It also shows how we leverage cooperation between partners and sponsors, with positive outcomes for all.”

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