Summer advertising tour for 2014 Toyota Corolla kicks off

Article by Anita Panait, on July 19, 2013

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.”

The all-new Toyota Corolla boasts dramatically amplified elements of design, quality, style, and craftsmanship, and at the same time builds on the Toyota Corolla’s spotless reputation for efficiency, function, and reliability. As a result, Toyota's newest compact is the most capable and most surprising Corolla yet.

Now on its 47th year on the automotive market, the Toyota Corolla is considered the world’s best-selling car nameplate with almost 40 million units sold. Since the Toyota Corolla first appeared in 1966 in Japan, it has played a huge role in the country’s motorization, and its global popularity had impacted transportation significantly throughout the world. Corolla’s global scope now finds it produced in 16 locations worldwide as well as sold in 154 countries.

The appeal of the Corolla as a global vehicle was rooted in Tatsuo Hasegawa’s product philosophy. Hasegawa, the first Toyota Corolla's chief engineer, had sought to come up with a car that brings well-being and happiness to everyone around the world.

After more than four decades on the market meeting consumer needs, the Corolla has become a pillar supporting the carmaker’s famed reputation for quality, reliability, and durability. More than any other Toyota available globally, the Corolla is the answer for those who are in the market for an efficient, reliable, and affordable compact car.

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