TORRANCE, CA: Toyota Motor Corp. is aligning one of its new brands with the pet market for the first time. For its new crossover Venza, the automaker plans to activate a new lifestyle campaign starting February 21 that centers on dog parks and pet owners to connect the vehicle with its target demo of empty-nesters and young families.
Through consumers' “passion points” for pets, the automaker will unveil a series of pet-centric ride and drive events, media outreach, and a presence at pet shows, said Cindy Knight, marketing communications PR manager at Toyota.
Dog Park Days, the company's ride and drive program, expects to kick off February 21 at Viña Vieja Dog Park in Pasadena, CA. The event will feature pet accessories from partners, like manufacturer Krugo, and will have pet trainers and experts on hand to answer questions and demonstrate how to strap pets into the Venza.
Consumers will also be able to create stills, videos, or screensavers of their pets, which they can later pick up at the newly created site, VenzaLovesDogs.com. Toyota also sponsored the popular Westminster dog show with the Venza brand.
“[We found that] 70% of people who have pets consider the comfort and safety of their pets when choosing a vehicle… and that's what [drives] this campaign,” said Knight.
Events will occur in Long Beach, Phoenix, and Denver, through mid-March.
Assisted by AOR GolinHarris, media outreach will seek to hit local broadcast media, such as programs that have hosts passionate about their pets, in addition to general news outlets, pet publications, and blogs.