Toyota Launches Marketing Campaign for Redesigned 2011 Avalon

Torrance, CA - Toyota Motor Sales (TMS), U.S.A., Inc. along with its advertising agency Saatchi & Saatchi LA has announced a new marketing campaign for the redesigned 2011 Avalon. The campaign, “Comfort is Back. Travel Avalon Class.”, evokes the vibrant travel advertising of a bygone era to highlight the Avalon’s spacious cabin, smooth ride and a host of technology features.

The redesigned Avalon has dynamic and expressive lines, and an infusion of comfort, safety and technology advancements that enrich the driving experience. Upgraded equipment and technology features, such as a touch-screen navigation system with real-time traffic, Bluetooth® hands-free phone capability, and a USB port for MP3 and iPod® connectivity are among the improvements that enhance the 2011 Avalon’s excellent blend of spaciousness, comfort and technology.

“The fully integrated Avalon marketing campaign brings back a time when travel was sophisticated, elegant and comfortable, but does so with a contemporary twist,” said Tim Morrison, corporate manager of marketing communications for TMS. “The redesigned Avalon blends unparalleled comfort and spaciousness with a distinctive, upscale appearance and modern technologies.”

The Avalon campaign includes a range of integrated programs and innovative media and creative. Toyota is sponsoring several iPad™ applications including The Weather Channel App and the TIME App. Among other Toyota models, Avalon will receive exposure on these apps.

The Avalon experience Web site at www.toyota.com/avalonclass brings Avalon's features to life in a new and distinctive way. It allows users to take a virtual tour of different U.S. cities and displays relevant Avalon features. For instance, the New York scene features Avalon's quiet cabin, which minimizes the hustle and bustle of city life.

Also, Toyota helped create a new online mini-show called “Who Knew?”. This breezy 90-second news segment, which launches today on Yahoo News at whoknew.news.yahoo.com, will encapsulate the day’s top entertainment and lifestyle news from Monday through Friday. It will incorporate a trivia fact related to each day’s news. “Who Knew?”, developed in partnership with Yahoo and production company Reveille, will run for three months.

Additionally, Toyota will be the presenting sponsor of Smithsonian Museum Day on September 25, when museums across the country open their doors to the public for free, emulating the admission policy of the Smithsonian museums in Washington, D.C. This year’s event is expected to have over 1,200 participating museums and more than 300,000 attendees. Toyota will build a multi-platform program around the event, including interactive, print, broadcast and on-site activation in major markets. Avalon will also be featured in existing engagement programs, such as Ride and Drives and LA Live integrations.

An integrated program with Expedia will include an online Weekend Getaway module that helps people plan trips, providing more information about their destination. A game will give travelers the opportunity to win a travel discount. Other interactive media highlights include a partnership with Weather.com, a partnership with casual gaming site Pogo and a creative Yahoo homepage takeover on April 14.

Two TV spots premiered April 12 on network TV and cable. Toyota will have program integrations and sponsorships of shows such as the History Channel's "This Day in History," A&E's "Kings of Late Night," USA’s "Royal Pains," Travel Channel's "Samantha Brown's Great Weekends," TNT's "The Closer," Discovery's "How Stuff Works" and The Weather Channel's "Wake Up with Al." Broadcast support will also align with sports programming including Major League Baseball, NHL and Derby horse racing.

Newspapers are a key element of the campaign with placements in major market newspapers, including an Avalon-themed crossword puzzle insertion on April 20, providing readers with a fun and challenging game. Magazine support will begin in April weeklies and May monthlies in titles including National Geographic, Golf Digest, Golf Magazine, Time and O the Oprah Magazine.

 


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