Toyota taps Leader Enterprises for Dew sports tour

TORRANCE, CA: Toyota Motor Corp. chose Leader Enterprises to oversee PR for its sponsorship of Dew's extreme sporting tour and contest.

TORRANCE, CA: Toyota Motor Corp. chose Leader Enterprises to oversee PR for its sponsorship of Dew's extreme sporting tour and contest.

The three-year-old AST (action sports tour) Dew Tour includes skateboarders, FMX, and BMX contestants that travel to five cities in five months - June 19 to October 19 - to compete for $2.5 million in prize money. Toyota specifically sponsors the tour when it arrives in Salt Lake City this September as the Toyota Challenge.

Leader will focus on local PR corresponding with the stops on the tour, including the first event in Baltimore June 19, as well as other creative initiatives.

An RFP was issued in mid-May to three agencies, Formula Public Relations, Leader, and GolinHarris, Toyota's AOR, which had overseen the event for the past two years, according to Chad Harp, Toyota marketing communications strategist.

Harp, also a former Golin staffer, said the relatively fast-moving review occurred for many reasons, such as management changes, and because the brand sought to see what creative strategies other firms might pitch.

Leader was chosen due to its “strong action sports background, and dealings with professional athletes,” Harp said.

Golin remains as Toyota's AOR.

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