Toyota and Active Marketing Group Create a Social Movement Known as Engines of Change
Campaign Highlights Similarities Between Toyota’s Hybrid Synergy Drive and Community-Minded Endurance Athletes
SAN DIEGO, CA – May 2, 2007 – Toyota Motor Sales, U.S.A., Inc. has selected Active Marketing Group, a full service marketing and promotions agency known for its access and insight to active lifestyle consumers, to create a campaign linking Toyota Hybrid Synergy Drive (HSD) with endurance athletes. The multi-faceted campaign will symbolize how a commitment to sport and community and the environmental benefits of Hybrid vehicles can both change the future.
Through Toyota’s sponsorship of 16 triathlons throughout 2007, including eight of the Danskin Women’s Triathlon Series races, the Active Marketing Group has developed the campaign known as “Engines of Change” powered by Toyota. As part of the platform, Toyota will be sponsoring an athlete program in which 130 endurance athletes from around the country will become “Engines of Change” and act as brand ambassadors to spread awareness and knowledge about Toyota HSD at various events throughout the country.
“By getting involved and supporting the triathlon community, we hope to help people move forward in their sport and be Engines of Change in their own lives,” said Megan Gillam, Engagement Marketing, Toyota Motor Sales, U.S.A, Inc. “Active Marketing Group’s experience and insight into the endurance sport community has been a tremendous asset in helping us to reach our goal of making the sport of triathlon a better place to be.”
Multi-Faceted Campaign Targets the Endurance Community
Active Marketing Group will interact with the endurance community at each of the 16 triathlon events by educating and engaging participants, supporters and spectators in the Engines of Change campaign through a wide range of online and offline activities. The Engines of Change program will connect with athletes at all participating events three months before a race by offering a complementary online triathlon training program and inviting all event participants to apply to become part of the Engines of Change team.
The website www.toyota.com/endurance will also serve as an online community for participants and spectators of all races by providing training information, sponsored-athlete features, blogs, race day details and e-cards that spectators can send to participants to provide a good luck wish. Finally, all Engines of Change consumers will be invited to take part in a national contest showcasing how they, themselves, are an Engine of Change. Winners chosen will have the opportunity to experience their favorite endurance event via partnerships with all Toyota sponsored triathlons, USA Swimming and the Toyota-United Pro Cycling team.
“We’re very excited about our partnership with Toyota and the ‘Engines of Change’ campaign. By tapping the full spectrum of Active assets, the concept provides the foundation for Toyota to develop a deep, relevant connection with consumers during an emotionally super-charged and challenging time of their lives,” stated Eric Magnuson, senior vice president, managing director, Active Marketing Group.
The final result is a custom-made program for Toyota that will deliver a significant impact for the environment, athletes and future generations.
For more information about “Engines of Change” powered by Toyota or any of the Toyota sponsored triathlons, visit www.toyota.com/endurance.
About Toyota Motor Sales, U.S.A., Inc.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion in the United States, celebrating its 50th anniversary this year. Established in 1957, TMS markets products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers. Toyota sold more than 2.5 million vehicles in 2006 in the United States.
About Active Marketing Group
Active Marketing Group, a full service marketing and promotions agency and division of The Active Network, Inc., brings direct knowledge, insight and access to healthy, active and on-the-go consumers. The agency helps brands develop authentic relationships with active consumers through innovative programs that reach this influential, yet fragmented, demographic. Active Marketing Group’s direct access to the active consumer market, its unique understanding of consumer behavior and its strategic, consultative approach, set the agency apart. The agency excels at creating high-yield, integrated marketing platforms with a portfolio of services that includes strategic consulting; event and mobile marketing; brand sampling; database marketing; peer-to-peer marketing; sponsorship activation; online advertising and Web site services; youth sports marketing; trade marketing; municipal marketing and more. For the past three consecutive years, the PROMO 100 (www.promomagazine.com) has ranked Active Marketing Group among the top 50 promotions agencies in the U.S. Headquartered in San Diego, with offices in New York, Boston, Denver and Huntington Beach, Calif., the agency serves a client base that includes Unilever, PepsiCo, Inc., Timex, Kraft Foods Inc. and Choice Hotels International, among others. For more information, visit www.ActiveMarketingGroup.com or call 858-964-3834.
Media Contact:
Alison Sawyer, The Active Network, Inc.
alison.sawyer@active.com or 858-964-3940