Japanese automaker Toyota has chosen the telecast of one of the most American of all sportsfootball--to advertise what the company says is one of the most important product launches in its history.
The vehicle is Toyota's new Tundra pickup truck, and the venue it has chosen to introduce it is the National Football League's Sunday night game halftime shows on NBC. Toyota has signed a deal to be
the exclusive sponsor of the show, to be called the "Toyota Halftime Report." "This is import[ant] to us because of the connection we'll be able to make with a male audience," said Kim McCullough,
corporate manager of marketing communications at Toyota Motor Sales. "It's a highly watched, Sunday night ritual for a lot of men." Toyota's other plans to promote the Tundra include a deal to
sponsor an upcoming concert tour by country music duo Brooks & Dunn. While Toyota has been a successful player in the passenger car segment, it has wanted to boost its sales and credibility in the
pickup truck arena. The new Tundra will be capable of towing 10,000 pounds and Toyota is aiming for 200,000 in sales of the new product.
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