Toyota to Pour $70m into Camry Relaunch Campaign

22 August 2001

Toyota’s fifth generation Camry model, due to debut early next month, will be launched with a massive $70 million advertising and marketing campaign.

According to Don Esmond, senior vp and general manager of Toyota Motor Sales USA, the blanket-bombing will result in a billion TV, online and print ad impressions during the first thirty days of the launch campaign.

Spearheading the campaign (by Saatchi & Saatchi, Torrance, California) is the tagline ‘Get the feeling’, splayed across all the marque’s vehicles. It capitalizes on the successful ‘Oh, what a feeling’ theme used in an earlier campaign.

The latest incarnation of the eighteen-year-old Camry, hypes Esmond, is “bigger, more powerful and has more safety and technical improvements”.

News source: AdAge Global