Toyota Wakes Up And Invest In Integrated Marketing Campaign

TORRANCE, Calif., Aug. 27 Toyota Motor Sales (TMS) U.S.A., Inc., , today announced its plans for the most extensive, fully integrated marketing effort in automotive history. With an estimated value of $160 million, Toyota's unprecedented campaign will be the largest car introduction in the company's history and leverages the strengths of AOL Time Warner, Conde Nast Publications and the MSN network of Internet services to reach a new generation of Camry buyers. The multi-platform advertising and lifestyle initiative begins this month and will culminate in September with its broadest exposure, ultimately reaching 90 percent of all Americans more than eight times with the all-new re-designed and re-engineered Camry message in the next 60 days.

"Toyota was looking for a special way to launch the newest generation of our No. 1-selling car -- the Camry -- for 2002. We knew we could only be successful in reaching almost every American with the Camry message by working with a variety of leading companies that span all forms of media," said Steve Sturm, vice president of marketing, Toyota Motor Sales (TMS), U.S.A., Inc.

"With the help of our broadcast, print, online and convergence media partners, who are collaborating with Toyota around a central musical theme, Toyota has set the bar for the future of marketing campaigns in America with the 2002 Camry launch."

"We are very pleased to be working closely with Toyota around the 2002 Camry introduction," said Bob Pittman, co-chief operating officer, AOL Time Warner. "AOL Time Warner is excited to bring its leading consumer brands in online, print and television together with Toyota to introduce more consumers than ever before to the Camry, America's No. 1-selling car."

CAMPAIGN HIGHLIGHTS

"Making Tracks," the theme behind Toyota's lifestyle marketing campaign for the 2002 Camry, is the foundation for all partner efforts. "Making Tracks" celebrates the universal appeal and emotion of music and the Camry. Highlights of this multi-dimensional initiative include: -- An extensive print, broadcast, outdoor, online and in-flight advertising campaign that will break with never-been-done-before teaser spots proclaiming, "You Want It" -- Penetration of 75 percent of U.S. online users (approximately 67 million Americans) through America Online; Winamp; Digital City; Entertainment Weekly's EW.com; Fortune.com; Money.com; Netscape; People.com; Time.com and CNN.com, and Microsoft properties MSN.com; MSN Carpoint; MSNBC.com; Slate and WindowsMedia.com -- Eight-page advertising inserts and special editorial relating to music in 17 leading U.S. magazines, reaching 127 million subscribers in September/October -- Optimal advertising placement on the MSN network, as well as special editorial content on MSN featuring a picture of the new Toyota Camry linking to the MSN Carpoint Special Vehicle Page -- A multimedia enhanced CD that brings together the music of Lyle Lovett; Earth, Wind and Fire; The Go-Go's; and Kina, as well as exclusive interviews with the artists about their musical inspirations and experiences as songwriters. The enhanced CD, developed by Disc Marketing, also features a virtual Camry experience, and links to Toyota.com, the artists' Web sites and all program-partner Web sites -- This enhanced CD is available beginning Sept. 25 at Wherehouse Music and participating Macy's locations for a suggested donation of $1. Proceeds are expected to reach half a million dollars and will go to the Camry Music Education Fund. The Camry Music Education Fund was established as part of this program, working in conjunction with the National Association for Music Education, to raise money to assist at-risk, in-school music programs -- Broadcast sponsorship of this year's MTV Music Video Awards and VH1 My Music awards -- Sponsorship of "Come Together: A Night for John Lennon," a TNT Master Series concert airing Oct. 9 -- As part of a fully integrated Hispanic outreach program, a cross-country tour with two of Telemundo's telenovela stars, Manolo Cardona and Paola Rey, in the all-new 2002 Camry The centerpiece of the Time Inc., initiative is the Toyota-sponsored "Music Goes Global" issue of TIME magazine, designed to highlight musical styles and tastes around the world. The issue, on sale beginning Sept. 24, will include a special eight-page insert that features the new Camry, as well as editorial around the global influences of music. In addition to TIME magazine, nine other Time Inc. publications (PEOPLE, PEOPLE EN ESPANOL, ENTERTAINMENT WEEKLY, ESSENCE, IN STYLE, SUNSET, MONEY, SOUTHERN LIVING and FORTUNE) will feature the insert and music-based editorial in their October issues.

Seven Conde Nast Publications (VANITY FAIR, WIRED, CONDE NAST TRAVELER, BON APPETIT, SELF, GQ and THE NEW YORKER) will complement the campaign with additional special October-issue inserts and music-based editorial, such as features that discuss music in relation to its influence on fashion, style, technology and business, as appropriate to each publication's interest/audience. Inserts in Conde Nast publications also will include profiles of five well-known musical artists who have come together to produce the "Making Tracks" Toyota Camry enhanced CD (both audio and visual), available through retail partnerships with Wherehouse Music and participating Macy's Stores.

In addition to leveraging AOL Time Warner's stable of online brands, Toyota also will collaborate with MSN to feature interactive programs designed to reach consumers online. By airing its broadcast commercials on the Internet, Toyota will become the first marketer to stream :15 video spots using the latest, leading video technology through Windows Media. The spots will be available for viewing to more than 350 million players worldwide, including the forthcoming Windows Media Player for Windows XP, which will be available on Oct. 25 with the upcoming Microsoft Windows XP operating system. The combined effort will penetrate nearly 75 percent of all Internet users in the United States.

THE NEW CAMRY Boldly redefining the mid-size sedan segment, the all-new 2002 Toyota Camry was designed with consumers' emotional wants and needs in mind and improves upon its core strengths while still appealing to the masses. Available in dealer showrooms now, the 2002 Camry offers more value, with standard features such as air conditioning, cruise control and power windows, as well as a higher level of standard and optional safety equipment and improved crashworthiness. A sleeker, roomier, quieter and more powerful vehicle with better handling, exterior styling and fuel economy than its predecessor, the new Camry is on track to maintain its position as the No.1-selling car in the United States for years to come.

ABOUT TOYOTA MOTOR SALES, U.S.A., INC. Toyota Motor Sales (TMS) is the sales, marketing, distribution and customer service arm of Toyota in the United States and is a subsidiary of Toyota Motor Corp. Through a network of nearly 1,400 Toyota and Lexus dealers, it has achieved sales of more than 1 million vehicles annually over the past 11 years. TMS' goal is to become the "most successful and respected car company in America." Toyota Motor Corp. and its manufacturing subsidiaries produced more than 5.8 million vehicles worldwide in calendar year 2000. Toyota vehicles are manufactured in 25 countries and are renowned for their quality, reliability and value. Toyota is the third-largest vehicle manufacturer and the fourth-largest automaker in North America.