Torrance, CA - In yet another extension of a long-term partnership between Toyota and Fox Broadcasting, TV Guide's in-house marketing team, working closely with Toyota's agencies Saatchi & Saatchi Los Angeles and ZenithMedia, has created several customized print ads for Toyota Yaris to celebrate the season three premiere of the FOX series Prison Break on September 24. The ads, featuring specially commissioned artwork by Prison Break artist Tom Berg, will appear in a 16-page collector's booklet in the October 8 issue of TV Guide.
Mirroring the series' storyline of a prison's architectural blueprints tattooed onto the body of Michael Scofield (Wentworth Miller), the two advertising spreads feature tattoos on the front and back of a man's torso. The elaborate tattoo art in the ads was designed by Prison Break artist Tom Berg, who drew Michael Scofield's tattoos for the show.
The Toyota Yaris models - liftback and sedan - as well as the Toyota logo, are integrated into the tattoo art. A third ad appears on the back cover of the booklet featuring a co-branded Toyota/Fox Break On To the Set Sweepstakes promotion. The upcoming sweepstakes will award five lucky winners a paid trip to the Prison Break set in Dallas, where they'll get a sneak a peek at the behind-the-scenes action and have lunch with the writers and producers of the show.
“TV Guide frequently provides creative services for our clients. We thrive on producing innovative advertising, like we did for Toyota, that leaves a lasting impression with consumers," said Pete Haeffner, publisher, TV Guide. "We saw this partnership with Toyota and Fox as a unique opportunity to create contextually relevant ads that extend the visibility of the association."
"This program demonstrates how we can leverage content across multiple News Corp divisions," said Jean Rossi, President, Fox One, the network's in-house cross-divisional marketing team. "The Toyota partnership with Prison Break expands this year and includes Fox Broadcasting, TV Guide Network, TV Guide magazine, and online outlets Fox.com and MySpace."
"Prison Break has been a terrific partner by helping us reach TV fans who love to experience their favorite shows on multiple platforms," said Kim McCullough, corporate manager of marketing communications for Toyota. "The new booklet in TV Guide magazine is another way we're giving exclusive content to people who prefer to go beyond the traditional television experience."
TV Guide's special 16-page Prison Break collector's booklet, which is solely sponsored by Toyota, will feature an overview of the new season, profiles of the characters, a Q&A with star Wentworth Miller, and much more.
In addition to the TV Guide booklet and sweepstakes, Toyota supports Prison Break on-air and online. Toyota just launched a "Directors Take" landing page at http://www.fox.com/prisonbreak/toyota/ where fans can watch behind-the-scenes action narrated by the show's cast and directors. Toyota also sponsors the Prison Break MySpace page at http://www.myspace.com/prisonbreak.
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