Toyota Targets Latinos With All New 2002 Camry.

Recognizing the importance of connecting with the Latino market, Toyota Motor Sales (TMS), U.S.A., Inc., introduced its new Latino marketing campaign, “The Journey of Your Life,” in conjunction with the most extensive, fully integrated marketing campaign in automotive history, for the launch of the all-new 2002 Toyota Camry. With an estimated value of $160 million, Toyota’s unprecedented campaign will be the largest car introduction in the company’s history and leverages the strengths of Telemundo, AOL Time Warner, Condé Nast Publications and MSN to reach a new generation of Camry buyers.

Reaching out to the Latino community, “The Journey of Your Life” campaign encompasses traditional print, television and outdoor media, a Web initiative and a coast-to-coast road tour featuring the all-new Camry.

“When putting together such an extensive marketing campaign, we knew it was important to include a significant Latino element because the Toyota Camry is favored among the Latino community,” said Steve Sturm, vice president of
marketing, Toyota Motor Sales, U.S.A., Inc. “With the sleek redesign of the all-new 2002 Camry, combined with our extensive Latino-targeted marketing efforts, we believe the car will continue to excite loyal Latino consumers
and draw in a new generation of Camry buyers.”

The traditional print and television campaign, “The Journey of Your Life,” which was developed by Conill Advertising, a subsidiary of Saatchi & Saatchi, features Latino personalities who convey Camry’s appeal to the Latino market. Celia Cruz, world-renowned salsa queen; Sylvia Tcherassi, up-and-coming fashion designer; and Manolo Cardona, Latino television soap opera star, communicate the idea of achievement while unveiling glimpses of the all-new Camry’s interior and exterior styling. The print campaign will run in national Latino magazines, such as People en Español, Latina and Hispanic Magazine, beginning in September and continuing through December. Two television spots will break Sept. 3.

Taking the all-new Camry to the streets, Manolo Cardona, along with actress Paola Rey (“La Baby Sister” and “Porqué Diablos”), will partner with Toyota and Telemundo for an 11-city Toyota Camry tour. The tour will launch on Sept. 6 at New York’s Lincoln Center and make stops at various points of interest to the Latino community in Miami; Orlando, Fla.; Panama City, Fla.; New Orleans; Houston; San Antonio; El Paso, Texas; Las Vegas; Tucson, Ariz.; and Sedona, Ariz., concluding in Los Angeles on Sept. 17.

In an effort to reach the Latino population online, Toyota, for the first time, is launching a Spanish-language Web site (www.toyota/español.com), which features an interactive, Camry-specific site.

” ‘The Journey of Your Life’ campaign captures the emotions of many generations of Latinos and builds immediate awareness for the all-new Camry, connecting consumers emotionally to the car,” said Sturm. “We’re hoping this connection will be long-lasting for Toyota, helping us maintain trust and loyalty in the Latino community.” The launch of the all-new 2002 Toyota Camry also is supported by additional lifestyle marketing and public relations initiatives, including a multimedia
musical CD developed by Disc Marketing, with proceeds going to the new Camry Music Education Fund to raise money for at-risk, in-school music programs.