Toyota Launches Multi-Million Dollar 'Get in Shape for Summer' Parts & Service Promotion

TORRANCE, Calif., April 29 -- Spurred by last October's highly successful National Car Care Month promotion, Toyota Motor Sales, U.S.A., Inc. is launching a May promotion to support dealership parts and service business.

Backed by national print and radio advertising, as well as regional radio and Metro Traffic sponsorships, the promotion is designed to encourage Toyota owners to bring their vehicles to participating Toyota dealers to get them "in shape for summer driving."

Nationally, Toyota will run 500 thirty-second radio spots per week for three weeks in all markets, as well as 200 Metro Traffic sponsorship spots per week for four weeks in select markets. Additionally, full-page ads will run in two weekend editions of USA Today and over six million direct mail pieces featuring coupons for service specials will be mailed to Toyota owners.

"This month-long promotion is intended to encourage Toyota owners to visit their local Toyota dealer for vehicle maintenance in advance of the summer driving months," said Bob Waltz, vice president, dealer operations, Toyota customer services.

Offers for dealer service will also be available through the Toyota.com/owners website . Consumers will be able to locate the nearest participating Toyota dealership and print out coupons for its service offers.

"Parts and service is playing a larger role in our cultivation of customer relationships as the number of Toyotas on the road increases," said Waltz. "We're reaching out to customers and building loyalty through parts and service."

Long Beach, California-based Creative Productions is handling all creative, online and program management, while Saatchi & Saatchi Los Angeles is handling the media buy.

About Toyota Motor Sales, U.S.A., Inc.

Established in 1957, Toyota Motor Sales, U.S.A. is the sales, marketing, distribution and customer services arm of Toyota in the United States. Based in Torrance, Calif., TMS employs approximately 6,000 employees nationwide. Last year, it sold more than 1.7 million vehicles through approximately 1,400 Toyota and Lexus dealers in the 49 continental states. ( www.toyota.com )