Toyota Division is expanding its "Let's Go Places" advertising theme by conducting experiential marketing events at several music, art and food festivals across the United States this summer. "Let's Go Places" will attend events and festivals like Artscape, Gourmet on Gore, Eat Real SF and the Life is Good and Life is Beautiful festivals – all of which promotes creativity, healthy living and philanthropy.
While the national promotion is mostly linked to the launch of the redesigned 2014 Toyota Corolla, it also parades other models like the customized SpongeBob SquarePants 2014 Toyota Highlander. The SpongeBob Highlander also will be used in Toyota's separate "Happy Driving" tour, which is cross-promoted with Nickelodeon.
"Let's Go Places" could be considered as a promotion that aims to boost interest for the 2014 Corolla, which is due to arrive to dealerships in September 2013. The Corolla is currently the second-best selling Toyota car, next to Camry.
In 2012, Toyota posted a 21-percent hike in Corolla sales to 290,947 Corollas, making it fifth best-selling car in the US. In the first half of 2013, Toyota posted a 5-percent jump in Corolla sales. Those who will visit the Toyota booth at the events and festival will get a product tutorial that also introduces Toyota's Hybrid Synergy Drive and Entune telematics system.
Interactive events will be featured too, like the Corolla Custom Letterpress activity, a SpongeBob SquarePants airbrush tattoo station and a challenge to see determine how many people could fit inside a Toyota vehicle.
Steve Appelbaum, Toyota national manager of engagement marketing, said that “Let's Go Places” was aimed at connecting with customers in new ways “that are personally relevant to them.” He remarked that they want drivers to be able to interact with some of their “most exciting vehicles in the most personalized and intimate way possible,” and in settings that are “near and dear to their hearts.”