TORRANCE, Calif. — Toyota Motor Sales (TMS) U.S.A., Inc., (NYSE: TM), today announced its plans for the most extensive, fully integrated marketing effort in automotive history. With an estimated value of $160 million, Toyota's unprecedented campaign will be the largest car introduction in the company's history and leverages the strengths of AOL Time Warner, Conde Nast Publications and the MSN network of Internet services to reach a new generation of Camry buyers. The multi-platform advertising and lifestyle initiative begins this month and will culminate in September with its broadest exposure, ultimately reaching 90 percent of all Americans more than eight times with the all-new re-designed and re-engineered Camry message in the next 60 days.
"Toyota was looking for a special way to launch the newest generation of our No. 1-selling car — the Camry — for 2002. We knew we could only be successful in reaching almost every American with the Camry message by working with a variety of leading companies that span all forms of media," said Steve Sturm, vice president of marketing, Toyota Motor Sales (TMS), U.S.A., Inc.
"With the help of our broadcast, print, online and convergence media partners, who are collaborating with Toyota around a central musical theme, Toyota has set the bar for the future of marketing campaigns in America with the 2002 Camry launch."
"We are very pleased to be working closely with Toyota around the 2002 Camry introduction," said Bob Pittman, co-chief operating officer, AOL Time Warner. "AOL Time Warner is excited to bring its leading consumer brands in online, print and television together with Toyota to introduce more consumers than ever before to the Camry, America's No. 1-selling car."