Auto Season Kicks Off

The new automotive selling season is on with several banding campaigns leading off the week. Toyota launched what it claims is its “most adventurous marketing campaign to date,” to introduce the 2003 4Runner, which will arrive in dealerships Oct. 15. The advertising campaign, shot on location in Tibet and New Zealand, captures the 4Runner's heritage of ruggedness, durability and versatility. Filmed at the 17,262-ft. elevation base camp to the summit of Mt. Everest. The 4Runner was filmed on the terrain for four days before reaching the base camp. The result is an integrated broadcast, print, outdoor and interactive advertising campaign.

In addition to the ad campaign, Toyota has partnered with Outdoor Life Network (OLN), which will produce a made-for-TV event titled "Global Extremes: Mt. Everest -- 4Runners of Adventure." The "Global Extremes" competition will challenge amateur athletes grouped in teams in a series of competitions in such places as Moab, Utah, South Africa; Sarawak, Malaysian Borneo and Iceland. The teams will pursue challenges while the 4Runner will play a prominent role in each individual expedition. Global Extremes will be a major television event broadcasting on OLN and ABC.

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Kia Motors America has rolled out a new national brand campaign featuring the company’s new tagline, “Make Every Mile Count.” Created by davidandgoliath advertising of Los Angeles, the campaign includes four new TV spots, two of which will support the launch of the all-new 2003 Kia Sorento midsize SUV in October. The new tagline and campaign will reflect Kia’s updated positioning as an alternative to the more expensive imports. The new creative is designed to communicate Kia’s updated positioning while continuing to highlight the company’s 10-year/100,000-mile warranty. Kia kicked off its launch of the 2003 Kia Sorento by sponsoring an integrated promotional test-drive campaign orchestrated by davidandgoliath in conjunction with New Line Cinema and East/West Creative. Consumers were urged to visit their local Kia dealership and test drive any new Kia to receive a certificate for a free copy of New Line’s Oscar-winning film, “Lord of the Rings: Fellowship of the Ring” on DVD or VHS.

On the retro side, for Corvette's 50th Anniversary, MasterCard International is asking consumers and Corvette enthusiasts to vote online for their favorite Corvette model of all-time. By voting, consumers can enter to win a 2003 50th Anniversary Corvette and a trip to Nashville to join the Corvette 50th Anniversary Celebration in June 2003. Consumers can vote online at corvettemastercard.com or corvette50thstore.com.

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