Restart your engines
Helping Toyota GB & Lexus reach new audiences
The challenge
Toyota GB and Lexus wanted to reach beyond the traditional automotive media, and target specialist consumer lifestyle and tech publications.
Services
Brand experience
Creative & ideation
Media relations (Lifestyle PR)
What we did
Our approach was to build a team with precisely the right experience to target these new publications. Getting their attention called for a new approach too, and we’ve been driving coverage through an ongoing programme of creative campaigns ever since.
Highlights
Launching the world's first hydrogen passenger fuel cell car, the Mirai
Unveiling the limited edition Aygo X, designed with UNDERCOVER Head Designer, Jun Takahashi, at UNDERCOVER’s Paris Fashion Week catwalk show
Co-ordinating and executing the media outreach for the world’s first origami car
Raising awareness of the Toyota Human Support Robot technology and its partnership with the Motor Neurone Disease Association
Hosting press trips to Milan Design Week, where the innovative winners of the Lexus Design Award 2023 were announced
Our results
287,132 YouTube views for the Hilux Little and Large Film Project, and over 1.6 billion media impressions
50 million OTS in media coverage achieved in over 400 articles for the Mirai launch, across news, lifestyle, environmental and technology press
8-year partnership which has seen over 32 events executed and 48 campaigns delivered alongside a core media relations programme with consumer lifestyle press
Expert eyes on your brief.
If you have a project you think could benefit from having the right experience in the right locations, get in touch