Toyota buys Hearst package
LOS ANGELES - Toyota Motor Sales U.S.A. Inc. bought a 16-page advertising insert in March issues of Hearst Corp.'s Popular Mechanics and Good Housekeeping to promote 'How to buy a sport-utility.' The guide also is available on the magazines' Web sites.
Popular Mechanics' editorial staff created the ad content, which generalizes about sport-utilities but uses Toyota's five sport-utilities as examples. Toyota had no control over that content, said Steve Sturm, Toyota's vice president of marketing. He would not disclose how much the program cost.
'We want people to take this to the dealership. It's a great tool for salespeople. And we want to establish Highlander and Sequoia,' Sturm said.
To promote the guide, Toyota is sponsoring a contest that will give away one of its sport-utilities. Motor Trend and Car and Driver also are running the guide in their car-and-truck buying issues.
Volvo tests new media
NEW YORK - Volvo Cars of North America Inc. is promoting its S60 sedan while testing the advertising effectiveness of personal digital assistants, Internet-capable wireless phones and interactive TV commercials.
On the new devices, Volvo is broadcasting ads and promotions about its sponsorship this year of the National Collegiate Athletic Association men's and women's basketball tournaments. The move follows the company's criticized Internet-only launch of the S60.
'This isn't about throwing dollars at a new medium just for the sake of being in the space,' said Phil Biener, Volvo's manager of e-business. 'It's about going to the places where our customers are, testing how they react to this approach, and learning to communicate better with them.'
Porsche picks Creaxion
ATLANTA - Porsche Cars North America Inc. handed some of its marketing work to Creaxion Corp., an advertising and public relations agency in Atlanta. Creaxion will work mostly regionally, while Porsche's national ad agency, Carmichael Lynch in Minneapolis retains that account.
The agency's key project will be to introduce the 2002 Cayenne sport-utility in the United States and Canada.