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Toyota Launches First Corporate Advertising Radio Campaign

22 February 1999

Toyota Launches First Corporate Advertising Radio Campaign

    NEW YORK, Feb. 22 -- Toyota's first radio broadcast corporate
ad campaign will air in Washington, D.C., beginning February 23, Toyota Motor
Corporate Services of North America, Inc. announced today.
    The radio ads tell the stories of a Toyota employee or local resident and
explain Toyota's operations in America.  Some of the Washington, D.C. radio
stations where the four different commercials will run include WMAL-AM, WTOP-
AM/FM and Imus in the Morning on WTEM-AM.  The campaign will continue through
the end of March, airing more than 200 times per week.  It will be followed-up
by a print campaign.
    Each ad depicts an individual's experience with Toyota -- focusing on the
pride in their employment, the value of team work, the environment and
philanthropy.  Participants include a technician and team leader from
Toyota's Princeton, Indiana plant; a fire-chief from Buffalo, West Virginia
where a Toyota plant is located; and a team leader from the Georgetown,
Kentucky plant, each sharing their personal stories about Toyota.
    The commercials show Toyota's impact on its 25,000 direct employees in the
U.S. as well as Toyota's involvement in the communities in which it does
business.  The radio ads will run under the tagline "People Drive Us," the
theme of Toyota's corporate campaign, launched in 1997, which communicates
Toyota's investment in local communities in America and other countries around
the world.
    The radio campaign was created by Oasis, the New York advertising agency
responsible for Toyota's corporate ads since 1993.
    As a member of the American business community since 1957, Toyota has made
a substantial investment in its U.S. operations.  This investment reached
more than $9 billion at the end of 1998.  Toyota is the fourth-largest
manufacturer of vehicles in America and has more than 25,000 U.S. employees
engaged in design, research and development, manufacturing, sales and service
operations; and an additional 81,000 people at Toyota and Lexus dealers.