CAMPAIGN HIGHLIGHTS"Making Tracks," the theme behind Toyota's lifestyle marketing campaign for the 2002 Camry, is the foundation for all partner efforts. "Making Tracks" celebrates the universal appeal and emotion of music and the Camry. Highlights of this multi-dimensional initiative include:
- An extensive print, broadcast, outdoor, online and in-flight advertising campaign that will break with never-been-done-before teaser spots proclaiming, "You Want It"
- Penetration of 75 percent of U.S. online users (approximately 67 million Americans) through America Online; Winamp; Digital City; Entertainment Weekly's EW.com; Fortune.com; Money.com; Netscape; People.com; Time.com and CNN.com, and Microsoft properties MSN.com; MSN Carpoint; MSNBC.com; Slate and WindowsMedia.com
- Eight-page advertising inserts and special editorial relating to music in 17 leading U.S. magazines, reaching 127 million subscribers in September/October
- Optimal advertising placement on the MSN network, as well as special editorial content on MSN featuring a picture of the new Toyota Camry linking to the MSN Carpoint Special Vehicle Page
- A multimedia enhanced CD that brings together the music of Lyle Lovett; Earth, Wind and Fire; The Go-Go's; and Kina, as well as exclusive interviews with the artists about their musical inspirations and experiences as songwriters. The enhanced CD, developed by Disc Marketing, also features a virtual Camry experience, and links to Toyota.com, the artists' Web sites and all program-partner Web sites