TOYOTA STARTS GETTING REVVED UP FOR NEW VAN RELEASE
By Adnews Staff
Toronto-based Toyota Canada is gearing up for the release of its 1998 Sienna minivan. The automaker will launch a national outdoor teaser campaign next week. In a series of five executions appearing every two weeks, the Sienna will be built up from the chassis platform, revealing the finished model on the eve of the TV launch in the fall. The first outdoor ad uses the headline, "Being built right now. Ready Sept. 15." Each new board will add more features such as its 194 horsepower V6 engine, fourth door, ABS brakes and seating for seven. A 1-800 number will encourage customers to call Toyota for more information. National TV, newspaper, magazine, Internet and direct mail will also introduce the Sienna. The campaign was created by Dentsu-Cadence Canada of Toronto.