Toyota Prado Press Release

7th November, 2009 – miracle designs the launch for the all new Toyota Land Cruiser Prado

The all new Toyota Land Cruiser Prado was launched in style to Bahrain’s Media at the Ebrahim K. Kanoo Toyota showrooms in Sitra on the 7th November. The creative brain behind the launch was Bahrain-based branding and integrated communications agency, miracle BRANDING in partnership with PICO Event Management.

The new Land Cruiser Prado is a mid-size, authentic 4WD vehicle that continues the tra-dition of the Land Cruiser, a brand that is esteemed in more than 170 countries and re-gions the world over. As the sole distributor of Toyota in Bahrain, Ebrahim K. Kanoo wanted to host a special launch event that would generate excitement about this presti-gious international brand and stand out amongst the many launches the Media attend on a daily basis. The Land Cruiser is often viewed as a heavy duty vehicle for those who enjoy tougher terrains. The challenge for miracle and PICO was to design a launch event and collateral which communicated that the new Prado is a car for all landscapes and for all types of people.

First of all, a brand language was created using the colors of the models in the new Prado range against a contrasting black background. The invitations were designed to build- anticipation about the launch with a sophisticated, minimalist design that high-lighted key words about the event and posed the simple question ‘Are you ready for the new Prado?’.

For the event itself, a set of banners were designed, each serving as a backdrop for a different model in the range. These highlighted the automobile’s contrasting features by incorporating the model colors in an eye catching way and using strap lines such as Heavy Duty Agility and Simply Hi-Tech. Seven dramatic voiceovers supported the visual backdrop for each model, accompanied by catchy theme tracks that helped to reinforce the bold and sophisticated brand image associated with the new Toyota Land Cruiser Prado.

Siobhán Corley, 241 Texas Avenue, Potrero Hill, San Francisco, CA 94107, USA Ph: +14153491694

The evening kicked off with a speech from Clive Hammond, the Senior Marketing Direc-tor of the Toyota showroom, followed by Mr. Makoto Arimoto, the Chief Engineer in charge of developments for the Land Cruiser Prado. Mr. Arimoto’s visit to the Toyota showroom in Bahrain marked the first from Toyota’s Japanese head office. The lights started and the theme song from the Matrix sparked to life, signaling the start of the event. Everyone held their breath as the curtains were dropped to reveal the cars, each framed by their own banner backdrop. After the introduction, all of the guests were then free to peruse the cars and test out their comfortable interiors. A stage at one end of the showroom displayed the new Toyota Land Cruiser Prado against a city backdrop, while a different model was displayed against a desert terrain at the other end, effec-tively communicating the contrasting uses for this all weather, multi-functional vehicle.

“The launch was a resounding success” commented Clive Hammond, Senior Marketing Director on miracle’s creative involvement in the event.

Siobhán Corley, 241 Texas Avenue, Potrero Hill, San Francisco, CA 94107, USA Ph: +14153491694