Toyota and Restoration Hardware Join Marketing Forces

    TORRANCE, Calif.--April 5, 2001--Toyota Motor Sales U.S.A. Inc. and Restoration Hardware today announced a first-time partnership and innovative cross-marketing program around the recently introduced mid-size sport utility vehicle, the Toyota Highlander.
    The program, titled "Driving It Home," was developed in an effort to reach young families in the market for an SUV. A special six-page advertising section highlighting the all-new Toyota Highlander will appear in May 2001 issues of several Conde Nast Publications including Vanity Fair, Bon Appetit, Conde Nast Traveler and House & Garden.
    The Highlander provides drivers with all the utility and convenience of an SUV, but features a 4-wheel-drive independent MacPherson strut suspension for a nice smooth ride.
    Therefore, the civilized Highlander is an ideal vehicle for the Restoration Hardware shopper looking for comfort and style. The program offers Toyota and Restoration Hardware an opportunity to combine their customer base and connect with young couples and families in a personal and direct manner.
    Frequent Restoration Hardware buyers will be able to learn more about the Highlander as the first-time feature in Restoration Hardware's summer 2001 catalog.
    Consumers will also have a chance to win a $5,000 Restoration Hardware shopping spree. Toyota will further extend the promotion with an incentive program offering consumers who buy or lease a Highlander between April 29 and May 6, 2001, a $75 gift certificate to Restoration Hardware.
    In addition, the "Driving It Home" promotion will appear in a custom content center on MSN's Home Advisor Web site offering users suggestions of how to make their home more comfortable and versatile. Plus, prospective Highlander purchasers will have an opportunity to attend exclusive in-store shopping events at several Restoration Hardware locations throughout the U.S. to enjoy special discounts.
    "The Highlander was built with young expanding families in mind," said Steve Sturm, vice president of marketing for Toyota Motor Sales U.S.A. Inc. "Our association with Restoration Hardware will enhance our outreach to the active lifestyle market in a personal and effective way."
    Dave Glassman, director of marketing for Restoration Hardware, added, "We were interested in working with Toyota and the Highlander was a great match for the Restoration Hardware shopper's lifestyle."
    The advertising section developed by Saatchi & Saatchi and Conde Nast Publications was built to create excitement and awareness in support of the launch of Toyota's anxiously awaited Highlander SUV.