GH and Toyota

GH and Toyota

• 1.
  Toyota’s decision in2004 to become the first international company in more than 50 years to enter the premier ranks of the uniquely American sport of NASCAR racing was expected to create controversy and it did. The company turned to us to help tell its “Toyota in America” story, which has played a key role in gaining the acceptance of the more than 75 million fans in “NASCAR Nation.” Our team has been in Toyota’s pits at racetracks across America ever since.
• 2.
  Building on theaward-winning launch of the gas-electric Prius hybrid vehicle, Toyota and GolinHarris took the Highway to the Future: Mobile Hybrid Experience on an 18-month cross country tour. The experience informed consumers about the benefits of hybrid vehicles and alternative fuels and how every person can make a difference in fighting climate change with small activities in their everyday lives. Our team helped help drive traffic to the events and generate publicity on Toyota’s environmental efforts.
• 3.
  2007 marked the50-year anniversary of Toyota in the United States. As part of the year-long celebration, Toyota created its Leadership in Environmental Awareness for our Future (LEAF) initiative, donating $5 million and 23 vehicles to five national parks across the country. Our team promoted the program, which supports the company’s long-standing relationship with the National Park Foundation, and its commitment to the environment. We conducted the national announcement and planned and executed press conferences in five national parks.
• 4.
  When Toyota doveinto the world of action sports including motorcycle racing and the Dew Tour series, it looked for us to offer strategic counsel and conduct media relations activities. Over the course of four plus years, we helped Toyota cultivate relationships with key influencers in the world of action sports including athletes, teams, endemic brands and companies and publishers of key media outlets.
• 5.
  The Toyota DrivingExpectations program is a free safe-driving program aimed at teens and their parents. Since the program’s inception in 2004, our team has been spearheading national and local media relations activities and conducting community outreach efforts. More than 12,000 teens and parents from 18 cities, identified as having high teen accident rates, have benefited from the program.