This is about the launch of the new Toyota Hiace van. The main activities included: 1. Organising a three day event for dealers, media and sales people 2. Organising the media campaign and vehicle review 3. Managing the production of a promotional video 4. Managing the production of a magazine The budget / spend on vehicle launches is usually high and involved approximately €75,000 in this case.

1. Toyota Hiace launch

2. Case study introduction
 Launch of the new Toyota Hiace van
 Well established in the market
 Re-designed body
 Highly profitable
 Iconic – Travellers?

3. Case study introduction (contd.)
 Second highest selling vehicle for Toyota
 The budget / spend on vehicle launch - £55,000
 Small business media
 Auto journalists

4. Campaign objective
 Media coverage
 Van of the year
 Motivate dealers / sales staff
 Refresh the product - product extension
 Maintain sales / loyalty - re-purchase
 Reach new customers
 Create anticipation and excitement

5. Target audience / segement
 Toyota dealers
 Sales people
 Van buying public
 Motor correspondents
 SMEs

6. Campaign message / USPs
 Customer driven re-design
 New level of comfort
 Looks good
 History of reliability and
durability
 Successful track record
 Higher, wider and lower
 User endorsed

7. Communications channels
 Press release
 Photo session
 Special graphics (see
below)
 Range of print
 Event & WOM

8. Tactics
 Liaison with the media
 Magazine (see right)
 Video
 All expenses luxury over
night ‘test drive’
 Actual launch (3 days)
- 400 attendees
- entertainment
- gifts
- gourmet meal
- venue dressing

9. Evaluation
 Media coverage
 Van of the year
 Dealer / sales response
 Customer response
 Client response