• by Karl Greenberg , May 10, 2007

Toyota is bringing its Hybrid Synergy Drive marketing message, "Engines of Change," to dozens of races this year as part of its sponsorship of endurance events.

Toyota will have vehicles and displays at triathlons, USA Swimming races and pro races featuring the Toyota-United Pro Cycling Team in 2007. The effort includes online and on-site support for endurance athletes and fans.

Linking disparate sponsorship programs under one banner, the program includes on-site marketing efforts and advertising.

Toyota is sponsoring 16 triathlons in 2007, including eight of the Danskin Women's Triathlon Series races and the inaugural Toyota U.S. Open Triathlon Presented by Life Time Fitness. As part of its official sponsorship and official vehicle of USA Swimming, it sponsors Toyota Grand Prix Series, a sequence of national meets.

The Torrance, Calif.-based company is in its second year backing a cycling team, Toyota-United Pro Cycling. Toyota this year is using the association to promote Prius, Camry Hybrid and Highlander Hybrid. Toyota is also providing marketing, advertising and promotional support to the team.

Megan Gillam, senior planner in Toyota's engagement marketing group, says 2007 also marks Toyota's third year with swimming, and second year in triathlons.

"We are looking for multi-year involvement," she says. "We don't want to just drop in for a year. Triathlons are attractive for us, from a marketing perspective. Participants are active, young, and willing to take action to change their lives for the better, so we see a parallel with our brand and with Hybrid Synergy."

She says endurance sports are also attractive because they are relatively uncluttered with brands. "It gives us an opportunity to participate with participants and spectators one-on-one."

An interactive component within Toyota's consumer site dangles the chance for athletes to become part of a Toyota "Engines of Change" team, members of which wear Toyota colors at races.

The team will comprise 130 athletes from around the country selected by the results of an online survey with questions thematically allied to the "Engines of Change." For example, listing positive changes they are making in their communities and in their own lives.

Toyota will also have range of online and offline activities, including an interactive, on-site display of Toyota's Prius car for attendees to learn more about hybrid technology and to win prizes. The Engines of Change web site, Toyota.com/endurance, offers training information, sponsored-athlete features, blogs, race day details and e-cards.

Gillam says Toyota's advertising component will also include TV advertising on two triathlons to be broadcast on national syndicated television: The Escape from Alcatraz triathlon on June 3 and the Nautica Malibu Triathlon on Sept. 16, which will be broadcast on Fox.

Toyota will also run custom print ads in magazines like "Splash" and "Experience Life," which is distributed to fitness clubs members, in all the event guides and programs at races; and USA Swimming event programs.