Corporate Advertising Campaign Highlights Toyota Around The World
7 September 1999
Corporate Advertising Campaign Highlights Toyota Around The World
NEW YORK, Sept. 7 -- Toyota Motor Corporate Services of North
America has launched three new corporate ads focusing on Toyota's operations
in California, the UK and Argentina. The ads highlight Toyota's global
operations and the local people and communities where it does business,
through the passion of the tango or a slightly radical approach to innovative
thinking.
The first ad centers on Toyota's manufacturing plant in the UK. The
headline touts: "Beneath the surface of some fine British traditions you may
find some fine British technology." The ad copy describes the teamwork used
not only in the age-old English tradition of rowing but also in Toyota's local
plant, where over one million vehicles have been produced.
"People in Southern California are always looking for radical new ways to
get around" is the headline for the ad focusing on Toyota's design center,
Calty, based in Newport Beach, CA. The ad conveys Toyota's commitment to
developing environmental technologies such as the Prius, the world's first
mass produced alternative fuel vehicle, which was designed at Calty. It's
currently selling in Japan and will be sold in the U.S. in the year 2000.
The third ad refers to Toyota's manufacturing operations in Argentina, "If
it takes passion to build great cars, we're definitely in the right place."
Representative of "passion" is the Argentine tango, a dance between perfectly
matched partners. Near Buenos Aires, a partnership of a different kind takes
place in Toyota's manufacturing plant -- where the people of Argentina and
Toyota come together to build Hilux trucks for the South American markets.
Each ad conveys what sets Toyota apart: the team members that build the
cars, the designers that create vehicles based on local demands, Toyota's
focus on environmental technologies and great partnerships that produce
quality products.
"Our campaign continues to demonstrate that Toyota's strength comes from
more than just quality cars," said Marjorie Schussel, corporate
communications manager, Toyota Motor Corporate Services of North America.
"Toyota's involvement with local communities is the basis of our success as an
automotive manufacturer. This latest series of ads depicts how local team
members in the U.S. and around the world help build and design Toyotas to fit
the needs and tastes of local markets."
The ads will run under the corporate tag line "People Drive Us," launched
in 1997, which was designed to increase awareness of Toyota's positive
presence in North America and its position as a global company that believes
in doing business in the local communities where its vehicles are sold.
These executions were created by Oasis, the New York advertising agency
responsible for Toyota's corporate ads since 1993.
The three insertions will run in publications including: People, Life,
Time, Fortune, U.S. News & World Report, USA Today, and the Wall Street
Journal.
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 by 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.
There are an additional 89,000 people at Toyota; and Lexus dealers and 50,000
people at Toyota suppliers.