Despite the recent dismantling of its Genesis youth-marketing group, Toyota Motor Sales U.S.A. Inc. still plans to target youth.Three recent deals show Toyota's strategy.
Toyota promoted the new Echo and Celica with a $3 million sponsorship last September of NBC's' Gravity Games, which include alternative sports such as skateboarding and snowboarding aimed at a young audience. Toyota also is sponsoring the broadcast of the Winter Gravity Games this month, a spokesman said.
Toyota also has signed on as the official vehicle of the Sports & Social Clubs of the U.S., a Chicago organization that targets young professionals across America with athletic and charity events.
And Toyota signed a $2 million one-year deal with Australia's Spike Radio, a 24-hour alternative music radio station available only on the Internet. Spike Radio targets an international audience between the ages of 16 and 30.