AOL Time Warner in Toyota Cross-Media Deal

28 August 2001

AOL Time Warner will promote Toyota Motor’s new 2002 Camry model [WAMN: 22-Aug-01] across its magazines, cable-TV channels and websites in a massive cross-media deal to which, curiously, neither party would attach numbers.

In all, however, the Camry launch campaign carries a price tag of around $160 million, according to New York-based media research specialist CMR.

The Camry’s global music-themed campaign, intended to transform its perception from that of a conveyance for older women to a chariot for younger males, has led to the sponsorship of a complete issue of Time magazine which will center editorially around the growth of global music. Other AOL Time Warner print titles have been "convinced" to do likewise.

AOL will also create a special Camry section of its Music Goes Global website. In return, Toyota will sponsor a number of music shows on AOL’s CNN and TNT cable channels scheduled, it is claimed, before the mega-deal was sealed.

“This is the kind of high-level deal we're talking about,” whooped AOL Time Warner co-chief operating officer Robert W Pittman. “I think it's really indicative of the way advertising is going.”

News source: Wall Street Journal