Toyota’s decision in 2004 to become the first international company in more than 50 years toenter the premier ranks of the uniquely American sport of NASCAR racing was expected tocreate controversy and it did. The company turned to us to help tell its “Toyota in America”story, which has played a key role in gaining the acceptance of the more than 75 million fans in“NASCAR Nation.” Our team has been in Toyota’s pits at racetracks across America ever since.
Building on the award-winning launch of the gas-electric Prius hybrid vehicle, Toyota andGolinHarris took the Highway to the Future: Mobile Hybrid Experience on an 18-month crosscountry tour. The experience informed consumers about the benefits of hybrid vehicles andalternative fuels and how every person can make a difference in fighting climate change withsmall activities in their everyday lives. Our team helped help drive traffic to the events andgenerate publicity on Toyota’s environmental efforts.
2007 marked the 50-year anniversary of Toyota in the United States. As part of the year-longcelebration, Toyota created its Leadership in Environmental Awareness for our Future (LEAF)initiative, donating $5 million and 23 vehicles to five national parks across the country. Ourteam promoted the program, which supports the company’s long-standing relationship with theNational Park Foundation, and its commitment to the environment. We conducted the nationalannouncement and planned and executed press conferences in five national parks.
When Toyota dove into the world of action sports including motorcycle racing and the Dew Tourseries, it looked for us to offer strategic counsel and conduct media relations activities. Over thecourse of four plus years, we helped Toyota cultivate relationships with key influencers in theworld of action sports including athletes, teams, endemic brands and companies and publishersof key media outlets.
The Toyota Driving Expectations program is a free safe-driving program aimed at teens andtheir parents. Since the program’s inception in 2004, our team has been spearheadingnational and local media relations activities and conducting community outreach efforts.More than 12,000 teens and parents from 18 cities, identified as having high teen accidentrates, have benefited from the program.