Machado/García-Serra/Publicidad Launch ‘El Valet’ For Southeast Toyota Distributors.

Southeast Toyota Distributors, LLC (SET) continues its aggressive effort to reach the vital Hispanic population of South Florida with the launch of its 2004 Hispanic advertising retail campaign entitled “El Valet” (The Valet). The integrated advertising campaign includes six television executions to be supported by radio and point-of-sale (POS) materials. “El Valet” is the first new and original major campaign developed and produced by Machado/García-Serra/Publicidad for SET since becoming the Toyota distributor’s Hispanic advertising agency of record last June.

The television spots feature three characters that capture the cultural diversity and sense of humor of South Florida’s Hispanic community. In the spirit of a television “sitcom,” the characters are valet parking attendants whose physical characteristics and personalities intersect perfectly to create an ideal blend of humor and fun. Each of the six spots or “episodes” depicts the characters interacting and creating an unforeseen comical situation around a Toyota vehicle. Clever scripting ties the spots together and highlights the features and benefits of Toyota vehicles. A vibrant graphic treatment complements the announcer’s energetic delivery of Toyota’s current vehicle incentive deals.

“Many years ago we recognized the importance of the Hispanic community in South Florida and the need to focus on the cultural differences and buying power this population has within the auto industry,” said Ed Sheehy, SET’s Vice President, Sales and Marketing. “MGSP offers us fresh new ideas to attract Hispanic consumers to our Toyota family in addition to providing critical data on trends and market growth.”

“We are very enthusiastic about this year-long campaign for SET,” said Manuel Machado, CEO of MGSP. “Our strategy, as executed, will have the three main characters of the campaign highlighting the many benefits of the Toyota brand of vehicles through their everyday work experiences. We feel this will appeal to the diverse makeup of the South Florida Hispanic marketplace.”