throne campaign book

8/13/2019 Throne Campaign Book

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Situation Analysis...3-19

Campaign Strategy...21-25

Creative Plan...27-39

Media Plan...41-51

Public Relations...53-66

Table of Contents:

Situation Analy

By: Kalie R


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The Obama Administration recently - reach 54.5 miles per gallon by the year2025. This will reduce greenhouse gas - -

4

Industry Trends

They have required that all vehicles soldin model year 2012 include electronicstability control which uses computertechnology to apply breaks automaticallywhen a vehicle starts to swerve on wetpavement. They predict this will save and lane departure warning.5

Due to new legislation and con- -ers are producing more environmentally hybrid vehicles and clean-diesel engines hybrid vehicles will increase to an esti- -

ket.2

Crossover SUVs

overall recovery in the auto market

23

Situation Analysis

The Consumer The primary market is young married

-reers

They have an active and outdoorsy

It is usually a joint decision when pur-chased

car

to travel

than the gas version It has all wheel drive Many people buy or switch to

Having a hybrid is low cost o

hybrid version

Situation Ana


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Features

InteriorFeatures

Features

Design

Warranty

Voted Best Hybrid SUV for Families by US News

The Toyota Highlander Hybrid is Toyota Highlander Hybrid owners wouldpurchase the car again.

7 Passenger seating All wheel drive

Fuel economy Smooth powertrain Quiet drive

Situation Analysis

class

cheap interior materials

space rear visibility

Chevrolet Traverse

Honda Odyssey

Competit

Situation Ana


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14 -nel.15 - billion.16

Toyota launched a new campaign

catered towards parents with kids agesseven. to twelve. Print ads ran in publica- Men!s Health. Commercials ran during - Parks and Recreations and In plain sight. -nel.13

-

million on sports advertisements. This -

Media Analysis

According to Simmons research heavily on radio and newspaper to stay Research in Simmons also showed -

Toyota Highlander Owners are not large

cago and many other sporting arenas. -letic programs at 14 colleges.17

Media Analysis

Situation Analysis

Creative Analysis

The current advertisement agencythat deals with the Toyota Highlander - - a press release that the up to date and -

a vehicle that not only the parents could

targeted parents with children between

- not only in the broadcast commercials -

Toyota Kid: the last three hours! Just call me angel oing angelToyota Kid:

comes with this sweet rear seat ente to be lame.29

Situation Ana


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Creative Analysis

Toyota Highlander !s competitors! - vehicle and attempted to convince con- The advertisements showed the vehicle

newest campaign is based on the idea 31

- word used in many commercials. In addi- -

the smaller competitors and made traveleasy.32

Situation Analysis

-

Toyota Kid: -

lander. It!s got mad style.Kid1:Medieval.Toyota Kid:I like it.Toyota Kid: Toyota Kid:Sorry we!re at capacity.Dad: Toyota Kid: 33

Toyota -creased.

Shareholders -mestic individuals. The remaining aremajor companies like Japanese corpo-rations and companies. Toyota provides -

19

20

SuppliersThe company is open to allbusiness partners and believes in the

EmployeesToyota believes in the value -

support communication and collaboration

Dealers -vember 2012 announced its second

recalled and all Toyota dealers wspect that product.21

Toyota!sers are loyal to the brand and ethe products despite recalls.

GovernmentIn 2010 the gover

with the investigation. Toyota ap ica.22

Situation Ana


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Cost Hybrid cars become less ap-pealing when price is mentioned. Peopleare less likely to support steps to curb would increase.24Since hybrid!s are customers have shied away. Americansare willing to buy a hybrid car when the than when they are not mentioned.24

Safety Toyota vehicles. Current Toyota ownersare positive about the company!s cars buyers say they will no longer consider they would still consider buying or leas-

are critical about how Toyota handled therecall matter stating the company did notreact quickly enough.24

Hybrid Cars and the Environ-mentHybrid cars appeal more to theyounger and middle-aged Americans - -ously consider buying or leasing a hybrid

car when replacing a vehicle they nowdrive. environment should be given priority over When asked how much people care -

action.24

Situation Analysis

-pany works beyond developing hybridcars through collaborations with environ-mental organizations25and Toyota leadsthe automotive industry in going greener in TogetherGreen Innovation Grants

- spread global warming awareness.26

Toyota gives back to the community -

Past Efforts

million to philanthropic program26

million grant and 23 Toyota veh hospitals.6

zations on Facebook.27

brid Technology.

Situation Ana


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in America Strong brand perception

Recent recalls threaten reputation

and brand image

than the gas alternative

Opportunities

consumers

Rising gas prices mean that Toyota -cient hybrids

Threats -

sumers supporting American made

cars Competitors making other hybrid

Toyota has a strong brand percep- will have to manage its brand image and consumer trust and sales. Automobile industry trends indicate and green vehicles. The Toyota High-lander Hybrid possesses those qualitiesso they will be importance to emphasize

S.W.O.T Analysis

while putting together our marketingcampaign.

The Toyota Highlander Hybrid was - who purchased a Toyota Highlander said important to them. Families are a strong

Situation Analysis

14. Top auto Marketers - Advertising Age 19. www.toyota-industries.com 24. Gallup Poll25. www.blogs.kingswaytoyota.com26. www.pressroom.toyota.com - 30. Simmons Database

Situation Ana


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born so she could spend more time athome. Jake and Courtney earn a house- - children to a good school. In Jake and attending their children!s sporting events.

Toyota cars and are looking to trade in is a necessity. While Jake and Courtneyenjoy the outdoors and have an interest

The cargo and passenger space as well Courtney to drive.

- -ated with honors. Jake has a well-payingjob at a Public Relations and Marketing

Established families with 2-4 children;Parents ages 35-49

1. -ents.Throne will use its campaign to tar-

2. loyalty. -suade Toyota customers that the green

their wallet.

3. that it requires an extreme life 4. Throne will work to demthat Toyota!s commitment to val

will show consumers that the Hi


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will be an advantage. Customers associ- vehicle. Although the Highlander Hybrid it can be positioned as being the most

brand loyalty is a competitive advantage convince consumers that a hybrid is the will be able to trust in Toyota!s previously

established commitment to its customers - -

Throne plans to position the High-

want to position the Highlander Hybrid don!t realize that going green is an easyoption. In addition to those who already a convenient green choice that doesn!t

in green technology and works to make

will position the Highlander Hybrid as a - -courage them to implement other greenpractices into their lives.

Our ultimate business objective isto demonstrate that by driving the High- driver can be one in the same. Just asToyota initiated green technology in the

guide our media placement to optimize our budget and not bombard our conswith too many advertisements.

SeasonalityThe campaign will start in September month long advertisement campaign. Automobile sales increase during the

summer and winter holiday season

summer Commercial Ads during sporting

events - Football season starts inSeptember and continues to February.

spend on cars.

Sunday Football commercials Prime time during the week

ages 30-44 are more likely to watch

Denver

Surrounding suburbs

car on their last vacation.

cations

Coincide with sporting event Coincide with prime time tele

Target audience vacmore and spends les

Promote PR events

Target market is high media media to reach our target ma

is a huge way drive consume


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Creative P


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Creative Plan

the 2012 Toyota Highlander Hybrid is that market. Our agency!s campaign empha-sizes the car!s unique spaciousness as ahybrid car and how that contrasts to the car.

The campaign will develop this idea

that the 2012 Highlander Hybrid is the only do not always have to be compact and -

The creative plan appeals to con-sumers because it speaks to the cus-tomers!needs as they are becoming - - living in order to have an environmen- can easily go green by driving a High- - - humor to relay our message.

Creative Appeal

ritualistic green practices intrude on his - - - -

municates that consumers do n

The Print Ads

ronment-saving heroes. The O

The billboard utilizes and interacts with - -brid with the windshield cut out.The bill-board will be installed on highways withscenic views so that the drivers who arepassing by can view the scenery through

drivers will see scenery change with theleaves and the weather.

Radio Ads

The radio ads continue to emph that consumers do not need to

Creative

-


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Creative Plan

#1A stereotypical tree hugger is wobbling on his

-gage.

#2 -

wear outside to dry it out.

#3 squeezed and sweaty and smelly.

#4

Creative

#6

their spacious Highlander hybrid with

#7

#5Close up on tree hugger who looks distraught


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Creative Plan Creative


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supplies Toyota Highlander Hybrid. It!s easy to go green.

Toyota Highlander Hybrid. It!s easy to go green.

Toyota Highlander Hybrid. It!s easy to go green.


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Media PBy: Sarah Neub


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-

media vehicles that match their con- the most appropriate medium during the Throne will be conducting a yearlong me-dia campaign with advertising throughout -geted times. Our two heaviest advertisingperiods are October-January during theholiday season and Football Season and

Media Plan

-sumers!associate with hybrid owners. - - consistently associates this message owner.

-lander will be present throughout theyear starting in September. It will be a - is critical to developing and establishing

We consulted Simmons Databaseto learn about our target market!s media advertising campaign will target our pri-

strategically chose cities based on where -side.

radio everyday. Data shows they listen night drive times as well as during theday. We will rely heavily on radio to reachour audience during the daytime.

both network and cable primetime is their is likely because they work early anddon!t stay up late watching television. market watches little television during theday we will not advertise here during theday.

the way many automobile own-ers think about being a hybrid -teract with environment throughtheir purchasing decisions. - and Denver.

ments and qualities Toyota ownour target market had in commo

We will not change our regiophasis over the yearlong campacause these are highly populate

cities so the message will have

Media


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starting in September. The scheduling increase during the holiday season andsummer season.

-

- sales increase. During these times con-sumers will be reminded about the Toy-ota Highlander.

As the holiday seasondraws to a close and winter decrease spending and switch -cause we are winding down

cable and network channelsend. We will launch our secondtelevision commercial during received nationally on a large

media pulse.

increase media spending to strategically in the approaching summer holiday. Aswe know our target audience plans these reach them earlier rather than just when -sions.

once again decrease spending on media

outdoors and radio advertisements. GRP - because data shows our target marketdoes pay attention to car advertisements

Media Plan

automobiles.

-ence are heavy radio listeners. They arehighly likely to listen to radio every dayespecially during morning and evening heavily during the campaign. Additionally could be allocated elsewhere.

- - basketball and baseball season we will stations.

Our target market relationship with

television is a little more complicated.While they watch both network and cable they do not watch more television thanthe average person.

cause they have a tendency to mchange channels during comme which allows them to skip past g programs are sports. Data showour target market is likely to wat message to be heard and receivthe target market. We!ve chosen pulsing strategy. We will capitaliby placing ads twice in Septemb March Madness and one ad dur

cable channels widely watched

Media


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to place advertisements during network

primetime. Shows such as CSI and 30 audience. Throne recommends plac-ing advertisements on similar shows on night during the same time to increasethe chances the viewer sees Toyota!s -tween channels during commercials

-vertising is an opportunity to target our

Simmons Data shows that our audience - -though men are more likely to make thepurchasing decisions in thinks this is a prime op-portunity and important toboth women and men.

We will place advise- magazines. Our tar-get market shows highreadership in general

- -

Weekly had high readership within our

Our target population are huge Inter- -

our audience are devoted internet us- attract consumers to Toyota!s websites.Throne will target both sports and news -

Media Plan

We decided to not use any other type

-tremely unlikely to click on these adver-tisements.

Our print media will be rounded out target market appreciates newspapers We will have advertisements in the local the local dealerships.

emphasized cities. These are populated -

The campaign will begin with impact

Internet and national radio and spot ra-dio. We will start with a heavy amount Throne wants to have the television ad-

advertisements will be a way to d

consumers to the Toyota website lighted in the television advertisem

Internet keyword search is cothroughout the campaign becausesearch shows that our target mark at work and at home. We want co

lander all year long.

recorded devices we!ve increased more likely to watch these prograDuring this time we will have a he

have a high viewing habit and wait this live. With the holiday seasoproaching Throne thinks these ad

Media


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we decided to keep it at a constant levelthroughout almost the entire campaign.We will use this media to test out what what promotions work best. With radiobeing cheap we are not taking away likely to listen to radio during many hours so the station!s audience doesn!t hear bombarded.

Outdoor ad-vertisements willstart in March totake advantage -ing season. Ouradvertisementsshow that our activity and high-lights nature!sbeauties in it. shows a majority -dience traveled

by car during their last vacation. We will

time with the summer billboards.Introducing our print ads in the mid-

- television commercials so viewers willeasily recognize them as the Highlander during our campaign and this print media that they heavily consume but haven!t messages will continue to be seen even

Media Plan

campaign.

Starting in April our campaign will television advertisements and radio ad-vertisements along with the increasingprint ad campaign. We allocate some who stay up to reintroduce them to the spot and national television to introduceout new television commercial. This is - automobile purchases increase duringsummer. We want to have our targetaudience thinking about the Toyota High- any impact media besides outdoor bill-boards but Throne compensates this with

As our campaign comes to a close in advertising. We know that automobilepurchasing decisions are on the horizonand want the Toyota Highlander to still be

shows that our audience is spenless time watching television du

summer. Outdoor advertisemen baseball games on the radio so allocate some spending on radioprograms.

Media


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50TotalBudget

80,0

00,0

00

Im

pactMedia

20,8

11,0

00

TotalSpent

80,0

00,0

00

Tra

ditionalMedia

59,1

89,0

00

TotalRemainder

80,0

00,0

00

ImpactMediaSp

ending

MediaCategory

CostPerUnitTotalUnits

TotalSpending

Mediaevent

Notes

Outdoors

$35,

000

18

630,0

00

3mo

nthsofbilboardsX6citesX$35,0

00

KeyWordSearch

29,

250

120

3,5

10,0

00KeyWordBundle

7key

wordsX12months

NationalTV

45,

674

12

13,7

02,2

00SundayNightFootball1addduring12ofthegames

NationalTV

59,

376

1

2,9

68,8

00Superbowl

Non-ImpactMed

ia

MediaCategory

CPP

%A

llocatedMo

neyAllocated

GRPS

CableTelevisonPr

imeTime

19,2

27

11%

6,5

10,7

90.0

0

339

NetworkTelevision

Primetime

33,1

03

19%

11,2

45,9

10.0

0

340

NetworkTelevision

LateNight

24,7

76

1%

591,8

90.0

0

24

NationalRadioMorningDrive

2,9

13

2%

1,1

83,7

80.0

0

407

NationalRadioEve

ningDrive

2,9

13

2%

1,1

83,7

80.0

0

407

NationalRadioDayTime

3,

395

2%

1,1

83,7

80.0

0

349

SpotNetworkPrim

etime

32,

066

4%

2,3

67,5

60.0

0

74

SpotCablePrimetime

12,

324

2%

1,1

83,7

80.0

0

97

SpotNetworkLate

Night

14,

688

1%

591,8

90.0

0

41

SpotRadioMornin

gDrive

4,

240

1%

591,8

90.0

0

140

SpotRadioEvenin

gDrive

4,

240

1%

591,8

90.0

0

140

SpotRadioDayTime

3,

461

1%

591,8

90.0

0

172

LocalNewspapers

1,

163,

697

20%

11,8

37,8

00.0

0

11

NationalMagazine

(General)

64,

733

19%

11,2

45,9

10.0

0

174

NationalMagazine

(Women)

28,

618

8%

4,7

35,1

20.0

0

166

NationalMagazine

(Men)

21,

240

6%

3,5

51,3

40.0

0

168

TOTALGRPS:3049

ImpactMedia

Spending

Jan

Feb

March

April

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

total

MediaCategory

Outdoors

6

6

6

18

KeyWordSear

ch

10

10

10

10

10

10

10

10

10

1

0

10

10

120

NationalTV

0

2

4

4

4

300

NationalTV

4

4

Non-ImpactM

edia

MediaCategory

CableTelevison

PrimeTime

40

44

45

40

35

3

5

50

50

339

NetworkTelevisionPrimetime

40

45

45

40

35

3

5

50

50

340

NetworkTelevisionLateNight

2

3

5

2

0

0

1

2

4

5

24

NationalRadio

MorningDrive

30

25

25

40

40

35

44

44

30

3

0

29

35

407

NationalRadio

EveningDrive

30

25

25

40

40

35

44

44

30

3

0

29

35

407

NationalRadio

DayTime

27

17

17

32

32

26

35

35

32

3

2

32

32

349

SpotNetworkPrimetime

6

0

0

8

11

9

0

0

8

8

9

15

74

SpotCablePrim

etime

5

0

0

16

14

10

0

0

9

1

2

12

19

97

SpotNetworkLateNight

4

0

5

5

4

0

0

5

5

6

7

41

SpotRadioMorningDrive

10

8

8

8

8

13

17

17

12

1

0

15

15

140

SpotRadioEve

ningDrive

10

8

8

8

8

13

17

17

12

1

0

15

15

140

SpotRadioDay

Time

13

10

11

11

11

15

20

20

15

1

2

17

17

172

LocalNewspap

ers

0

2

2

2

2

2

0

0

0

0

0

0

11

NationalMagaz

ine(General)

12

16

16

34

34

34

14

14

0

0

0

0

174

NationalMagaz

ine(Women)

16

14

14

30

36

30

14

12

0

0

0

0

166

NationalMagaz

ine(Men)

12

11

12

39

39

25

15

15

0

0

0

0

168


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Toyota will introduce the new 2012 addition to the company!s already en-vironmentally conscious reputation and -poration. We view the 2012 Highlander member that consumers can adopt tojoin the corporation in its environmental

purpose to increase revenue.Our strategy is to show consum-

-ment is both easy and rewarding. Wewill promote the Highlander through product and the environment as partnersthrough the process. Our promotions willbe easily accessible because we wantour consumers to know it!s easy to be

Going along with Toyota!s green attention by holding events which support Green.

Toyota will show just how easy it

You Get What You Give

Greatest Green Deed

Facebook Contest

Hybrid How?On-site Sweepstake Promotions

It!s Easy to Grow

Our Events

It!s Easy To Go Green

-

Our consumersare loyal to ourWe want our campaign strategyconsumers to be responsible cit relationship with Toyota.

Shareholders will be enthusias Highlander Hybrid will reinvigorathe brand and reinstate trust in tcorporation.

Suppliers Toyota in the green movement abe associated with a responsiblcorporation.

We want employees will be instilled in production andwork place.

Toyota is already respected in tautomotive industry and with ou compared to others.

Our Shareholders

Issues and concerns surroundingthe environment have been hot topics community!s health they care about the not acted upon. Many people remainenvironmentally aware but are not

A car is similar to a relative and desire to be environmentally responsible

Toyota!s Brand Positon

Toyota Highlander Hybrid is the only mid-

we aim to convince them to choose go-ing green with Toyota!s 2012 Highlander


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- show!

the concert entrance we will have attend-ees write down their email to receive a

We will sell concert merchandisethat promote our sponsored artists dis-

The Event

campaign should be people who aligntheir values with Toyota!s. We chose twomusical artists already involved in the

Highlander Hybrid.The concert will target mainly

young adults. Though this is not our already active in the green movementand to whom we hope to support

You Get What You GiveRationale

Dave Matthew!s Band and Maroon 5 Recycle concert

Dates

Maroon 5Honored at the 2006

Dave Matthews Band

This Contest will be two-part. - channel or Facebook page. We will en-courage creativity! public can vote on a video to win a High-

Toyota!s home page to be voted on. The win a 2012 Toyota Highlander Hybrid.

The Event

generation is technologically inept.

Highlander Hybrid.

Greatest Green De

Rationale

YouTube C

We will announce the con promotions. The contest will be September and awarded the ca

garner attention when we reveaaward the new 2012 Highlandeto the winners.

Timeline and Media


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to research or test drive cars they are in- consumers. We will bring the productto them and educate them about hybridtechnology.

We will place the 2012 ToyotaHighlander Hybrid outside establish- stores as well as events like concerts - - -ronment.

People will be given a chance to sit plastic bags.

The Event

about hybrid technology on the Home what a hybrid car does and how it works.We plan to educate people about the2012 Toyota Highlander Hybrid while and show Toyota!s green thumb by

Rationale

On-Site Hybrid Technology Informational Promotion and Give away

Timeline

We will begin this promotion inthe summer and end it in October.

The placement will be sporadic and where and when sporting events andconcerts are held.

We will introduce the 2012 ToyotaHighlander Hybrid with a large-scale -get cities. This event will more than a - -munities and environment and celebrate The winners will be awarded their 2012

Toyota Highlander Hybrid at the Press attend our event will be to report on the -brate the contest winners and to help ourgreen initiatives. For each person that employees will volunteer one hour tocleaning up that city!s public parks. Wewill hand out promotional items like re- bumper stickers with Toyota!s logo and

Green. -

ence attendees thank-you emails alongwith statistics about how many volunteerhours they helped earn.

The Event

This event supports our campai nurture the association betweenand being a green and responscorporation.

It!s Easy To Clean Gre

Rationale

Press Conference and Community Servic

Timeline and Media

We will promote these ev press releases that we send to in each city.


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- -sive and have shown distinct interest in green technology and being environmen- placing our promotions in these locations.

We will promote our campaign events through a combina- -


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Important PeopleJames E. LentzPresident & CEOToyota Motor Sales, U.S.A., Inc.

Senior Vice PresidentToyota Motor North America, Inc.

Managing OfficerToyota Motor Corporation

Kazuhiro MiyauchiManaging Officer

Toyota Motor Corporation

Senior Vice PresidentToyota Motor North America, Inc.

Executive Vice PresidentPurchasing and Supplier Engineering DevelopmentToyota Motor Engineering & Manufacturing North

America, Inc.

Julie A. HampChief Communications OfficerToyota Motor North America, Inc.

Julie Hamp is Chief Communications Officer for Toyota Motor North

America, Inc. In this role, she has primary responsibility for coordinatingToyotas public relations efforts in the region while leading the companyscross-affiliate communications team including representatives from Toy-ota Motor North America, Inc. (TMA), Toyota Motor Sales U.S.A., Inc.(TMS) and Toyota Engineering and Manufacturing North America, Inc.(TEMA).

(www.toyota.com)

Contact: Public RelatMolly Trerotola Trerot

(9

Press Release: Toyota Highlander HybridFOR IMMEDIATE RELEASE: June 13, 2012

Recycling For Free Admission to Toyotas Dave Matthews and Maroon 5 Concert

Toyota will launch the You Get What You Give concert tour on June 17 in Los Angeles at the Hollyweater. Dave Matthews Band and Maroon 5 partner with the automotive company in this six-city tour as parotas Its Easy to Go Green campaign. Fans can gain free admission in return for just five pounds of canned rpounds of cardboard recycling or 20 pounds of paper recycling.

We are excited to see how the concert turns out, James Lentz, President and CEO of Toyota Motor Ssaid. We want to make people enthusiastic about going green and want to show them doing so is simple and

Mike Michels, Vice President of Communications said Dave Matthews Band and Maroon 5 were an eask to partner with Toyota. ey are already active with improving the environmental and we are happy to h

the faces of this event Michels said.

Dave Matthews Band is very philanthropic and created projects such as the Bama Green Project whwaste reduction and buying local food. e Environmental Media Awards honored Maroon 5 in 2006 for the such as using biodiesel-powered tour buses and already promoting recycling at concerts.

e concert tour is part of Toyotas push to expand on their green initiatives and encourage more peogenerations to be involved in the movement. Toyota will also build e xcitement for the release of the new 2012Hybrid mid-size SUV.

Aer Los Angeles, the concert tour will move cross-country in the following month to San Francisco, Denver

cago and will end in Boston.

Tour Dates:Los Angeles - 6/17

San Francisco - 6/19

Denver - 6/28Austin - 7/1

Chicago - 7/6Boston - 7/10

###


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Contact: Public Relations DirectorMolly Trerotola [email protected]

(978) 821-0161

Press Release: Toyota Highlander HybridFOR IMMEDIATE RELEASE: June 17, 2012

Do Something Green and Win a new 2012 Toyota Highlander Hybrid

Toyota will give away six new cars to the winners of their Greatest Green Deed video contest thatlaunched on June 17 as part of the corporations Its East to Go Green Campaign for the 2012 Highlander Hy-brid.

Contestants can submit videos of themselves doing a good green deed or something environmentallyfriendly to the Contests Facebook Page or YouTube channel. Creativity is encouraged!

Toyota will choose 15 videos per region surrounding six major cities: Los Angeles, San Francisco, Denver,

Austin, Chicago, and Boston and will repost the videos for people to vote.

Voting will be open to the public and the submitter of the video with the most votes will win a High-lander Hybrid when the car comes out this September.

Join Toyota in going green and do something good for the environment! You may win a free Hybrid car!

Websites:www.facebook.com/toyota-greatestgreendeedcontest.htmlwww.toyota.com/contests/greatest_green_deed/

###

Contact: Public RelatMolly Trerotola Trerot

(9

Press Release: Toyota Highlander HybridFOR IMMEDIATE RELEASE: August 30, 2012

Toyota Volunteers to Clean Public Parks and Introduces 2012 Highlander Hybrid Mid-size

Toyota will volunteer one hour to clean up public city parks for each attendee at the release new Toyota Highlander Hybrid car at the Its Easy to Clean Green multi-city press conference on e event will be an opportunity for people to learn about the new hybrid and its green technology, tothe environment, and to celebrate others environmental good deeds.

Mike Michels, Vice President of Communications for Toyota North America said the presis about the new Toyota Hybrid car as much as it is about giving back. e Highlander Hybrid is environment so it is only appropriate that we introduce the car with an event that betters the enviro

Michels said.

Event attendees will have the opportunity to view the new vehicle as well as celebrate the wiotas Greatest Green Deed win a Highlander contest. Across America, thousands of Highlander owsubmitted videos of doing ecofriendly deeds. Aer the Toyota team narrowed the videos down to 1six major cities and their surrounding areas, the public voted on their favorite.

e contest winners from Los Angels, San Francisco, Denver, Austin, Chicago, and Boston wiltheir new 2012 Toyota Highlander Hybrid at the Its Easy to Clean Green press conference and comm

I never thought I would win a car, let alone a hybrid vehicle, contestant winner Judy Smith fun to document doing something good for the environment, and with my new Highlander I can be gday, Smith said.

Come join Toyota to celebrate the new 2012 Highlander Hybrid and improving the environment!

Los Angeles Griffith Park, 4730 Crystal Springs Drive, Los Angeles, CA 90027San Francisco Golden Gate Park 501 Stanyan St, San Francisco, CA 94117

Denver Washington Park, 701 South Franklin St. Denver, CO 80209Austin McKinney Falls State Park, 5805 McKinney Falls Prkwy. Austin, TX 78744

Chicago Soldier Field, 1410 Museum Campus Drive, Chicago, IL 60605Boston e Esplanade, 376 Boylston St. Boston MA 02116


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Press-Kit Fact Sheet

Toyotas presence in the U.S.A. Toyota is a world leader in the design, manufacture, assembly and sale of passenger cars, minivans, compact

cars, SUVs, trucks and related part and accessories Toyota has been operating in the U.S. for 55 years and directly invested $18 Billion Toyota has created 365,000 jobs at our 10 plants in the U.S. Toyota has donated $595 million in philanthropy, most recently donating $1 million to American Red Cross

for Hurricane Sandy relief.

Toyota and the Environment Toyota Motor Engineering & Manufacturing North America, INC. has been a recipient of the ENERGY

STAR Industrial Award every year since 2005 e U.S. Environmental Protection Agency recognized eight of our plants.

Toyota off

ers the most fuel-effi

cient cars on any North American Manufacturer. Our logistic division saves over 129 million pounds of wood and 48 million pounds of cardboard. TogetherGreen, funded by a $20 million grant from Toyota, has supported nearly 900 volunteer events that

improved or restored almost 13,000 acres Toyotas plant in Indiana received the Water Champion award for their involvement in the World Water

Monitoring Challenge.

e New 2012 Toyota Highlander Hybrid Toyotas Highlander Hybrid was the first hybrid to offer all-wheel drive, seating for seven and even more

power than its conventional gasoline variant. e Highlander Hybrid is powered by a combination of a 3.5-liter V6 gasoline engine and electric motor/

generators for a total of 280 horsepower. At 28 mpg city and 28 mpg highway, the Highlander Hybrids EPA fuel economy estimates are better than

those of pretty much any other midsize or large SUV.

(http://www.toyota.com/about/environment/)

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