PLANO, Texas, Feb. 3, 2020 /PRNewswire/ -- Much to the
excitement of fans across the country, the marketing campaign for
the all-new 2020 Toyota Highlander has officially kicked off. The
"GO HIGHLANDER" campaign will highlight the best-selling retail
model in the midsize SUV segment standing apart from the rest
thanks to its unique combination of power, sophistication and
functionality.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8679951-toyota-go-highlander-campaign/
The "GO HIGHLANDER" campaign for the fourth-generation benchmark
SUV will feature Highlander and Highlander Hybrid models that speak
to the vehicle's performance, dramatic new design and
sophisticated detailing, making it the ultimate vehicle for those
who are at the center of making memories.
"We hope the campaign inspires our guests to live their lives
with no compromises while going above and beyond for their version
of 'family'", said Ed Laukes, group
vice president, Toyota Marketing, Toyota Motor North America. "The
all-new Highlander gives our guests the ability to go wherever
they're needed, which inspired the 'GO HIGHLANDER' campaign."
"Heroes", a humorous and action-packed :60-second spot featuring
actress Cobie Smulders and the
all-new Highlander, ran in this year's Big Game and officially
kicked off the campaign. The spot was created by Saatchi &
Saatchi.
The fully-integrated Highlander campaign was developed using the
Total Toyota (T2) model which provides multicultural
insights aimed at a transcultural mainstream audience.
T2 features a blended and cohesive marketing
approach inclusive of multicultural marketing, bringing together
its agencies into a total market model. The T2
agency team includes Saatchi & Saatchi, Burrell Communications,
Conill Advertising and Intertrend, with Zenith placing TV and
outdoor media buys.
Matching opening and closing sequences and production features
showcase a unified style across all creative throughout the
campaign spots, which are highlighted below:
In Burrell Communications' "Top Hat", directed by Daniel Azancot, a group of fashionable women use
the all-new Highlander to 'show up and show out' at a premier
event. In "Home Team", a family featuring four generations and
baseball legend Jim Robinson
celebrates togetherness, baseball, and their proud family legacy.
The spot was directed by Antony
Hoffman.
"Allies", created by Conill Advertising and directed by Albert
Uria, features the unapologetic fun that comes from always being
there for your group when it matters most at milestone moments such
as sending a loved one off to college.
Intertrend created two Highlander Hybrid spots for the campaign:
"Arrival", where a heroine puts her cultural pride on display as
her and her family shine on the red carpet; and "Sweethearts",
where an intergenerational family turns a simple trip into a grand
gesture of love that will be remembered for years to come. The
spots were directed by the duo known as Skinny.
In the spots created by Saatchi & Saatchi and directed by
Dante Ariola, "Rocket," features a
diverse group of daring and determined young girls on an inspiring
mission in their Highlander Hybrid. "Knights" highlights a group
that goes above and beyond for their friend on his wedding day by
giving the couple something unforgettable.
Media Placements
The fully-integrated "GO HIGHLANDER"
campaign extends across linear TV, in-cinema, digital video,
digital content, imedia, social media, audio, print, and
out-of-home. High-profile prime and sports programming includes NBA
Playoffs, ABC, CBS This Morning, ESPN Deportes, Discovery en
Español, BET, Telemundo, and more. Digital content/video includes
partners such as BuzzFeed's "Worth It" Series, Condé Nast
Traveler, Bon Appétit, Amazon, CNN, Hulu and Hulu
Latino, YouTube, OWN, ESPN, Condé Nast, Stage13's Family Style,
People en Español + Hola Film Festival, Bleacher Report with
Steve Nash, PopSugar, UPROXX, WaCow
media, and more. Print includes Entertainment Weekly,
Sports Illustrated, Wired, Essence, and
Parents Latina, among others. Social includes Facebook,
Instagram, Pinterest, Twitter, Snapchat, and Reddit. Additionally,
spots will air within select movie titles in theaters
nationwide.
The "GO HIGHLANDER" spots are available for viewing here. Click
here to view the 2020 Toyota Big Game spot, "Heroes." For images
and credits please click here.
About the 2020 Highlander
The all-new Highlander gas
models are available at dealerships now; Highlander Hybrid models
go on sale in early spring. The 2020 Highlander is available
in a choice of five grades, starting with a new L grade, then
layering amenities and technology in LE, XLE, Limited and the
top-of line Platinum. The Hybrid is offered on all but the L
grade.
Key features include:
- Best-in-class MPG and range for hybrid models and
largest-in-segment 12.3" multimedia display
- Standard Android Auto, Apple CarPlay®,
SiriusXM®, Waze and Amazon Alexa compatibility
- Standard Toyota Safety Sense 2.0 (TSS 2.0)
- Enhanced driving refinement thanks to the new Toyota New Global
Architecture (TNGA-K) platform
- Available 7- or 8-passenger seating
- Choice of V6 or new-generation hybrid powertrain offering
FWD for the first time
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in the U.S. and North
America for more than 60 years, and is committed to
advancing sustainable, next-generation mobility through our Toyota
and Lexus brands. During that time, Toyota has created a
tremendous value chain as our teams have contributed to world-class
design, engineering, and assembly of more than 38 million cars and
trucks in North America, where we
have 14 manufacturing plants, 15 including our joint venture in
Alabama (10 in the U.S.), and
directly employ more than 47,000 people (over 36,000 in the
U.S.). Our 1,800 North American dealerships (nearly 1,500 in
the U.S.) sold 2.8 million cars and trucks (2.4 million in the
U.S.) in 2019.
Through the Start Your Impossible campaign, Toyota highlights
the way it partners with community, civic, academic and
governmental organizations to address our society's most pressing
mobility challenges. We believe that when people are free to move,
anything is possible. For more information about Toyota,
visit www.toyotanewsroom.com.
Media Contacts:
Leigh Anne
Sessions
Toyota Motor North America
469-292-5849
leigh.sessions@toyota.com
Marissa Borjon
Toyota Motor North America
469-292-6395
marissa.borjon@toyota.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
For customer inquiries, please call: 800-331-4331
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SOURCE Toyota