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Toyota readies Highway Thru Hell promotion

Toyota Canada of Toronto has signed-on as a sponsor of Highway Thru Hell, a reality television series airing on Discovery Canada. Toyota will use the sponsorship to promote the 2014 Toyota Tundra pickup truck. The truck will appear in the series as one of the vehicles used by the cast. The agreement also includes television commercials, television billboards and online materials. Highway Thru Hell follows a crew of heavy rescue workers who clear wrecks from the mountain trucking routes of British Columbia. The second season of the show will debut Sept. 3.

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