Toyota extends local media focus, taps Walker for its Denver region

TORRANCE, AZ: Toyota Motor Sales has hired the Scottsdale, AZ-based Walker Agency to handle PR for its Denver region, which includes Colorado, New Mexico, Arizona, Nevada, Utah, and Wyoming.

TORRANCE, AZ: Toyota Motor Sales has hired the Scottsdale, AZ-based Walker Agency to handle PR for its Denver region, which includes Colorado, New Mexico, Arizona, Nevada, Utah, and Wyoming.

Walker becomes the final firm in a network of smaller agencies the carmaker has assembled to deal with local media. Toyota works with Golin Harris on national issues.

"Having people around the country who know the media and the territory is a great advantage to us," said Joe Tetherow, Toyota's national field communications manager.

Walker has done project work with Toyota in the past, so the company was familiar with its efforts, he added.

The agency specializes in clients who focus on outdoor activities, such as boating and fishing, said Mike Walker, president of the agency. The 22-year-old firm has seven employees.

Walker still hasn't determined how many staffers will man the account, said Tetherow, adding that the agency's outdoor experience should fit into Toyota efforts to compete in the large pick-up truck market, which is a major product category in the Denver area.

Other Toyota firms are Hopkins & Associates and Stevens/ FKM Public Relations in Texas and Michael Dobrin Public Relations in the Pacific Northwest.

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