NEW YORK: Toyota, a first-time sponsor and an underwriter of the 2013 Aspen Ideas Festival, is bringing together affiliates and departments to tell its story using the event.
The auto company sponsored the Ideas Festival, scheduled to take place in Aspen, CO, from June 26 to July 2, to engage media and consumers in a place where they can share ideas and conversation, said Marjorie Schussel, corporate marketing director of Toyota Motor North America.
She added that the effort's goal is to tell stories about not only Toyota vehicles but also the brand.
“It's a unique approach for us because it's the first time we're working on a cross-affiliate basis across multiple disciplines all with the same goal of telling the car and the company story,” Schussel explained.
Toyota affiliates coming together for Aspen include the company's sales and corporate headquarters, manufacturing arm, the Toyota Technical Center USA, and its Collaborative Safety Research Center. Toyota's product planning, environmental, and PR and marketing teams are also working together to cast a wide net for stories at the festival.
“We're really seeing this seamless integration of our marketing and PR efforts more and more, so what we want to do is not just talk one way to consumers but do it in a way where we are talking to people where they are congregating around topics that are of interest to them and to us,” said Schussel.
During the festival, Toyota will focus on the concept of the “future of mobility,” and it will discuss innovations in mobility and interactivity.
Schussel said the company will “illustrate commitment to building the next generation of socially responsible vehicles that will lead the way in safety and sustainability.”
Before the event, Toyota's PR team and agency GolinHarris will promote its efforts at the festival by unveiling teasers and through media engagement. During the festival, the brand will use social media, as well as consumer and media engagement, to amplify the program.
To see how the initiative resonated with the public, Toyota will also hold follow-up events after the festival.
The automaker will continue to tell its corporate brand story through more events and partnerships where it can create conversation and invite consumers to share ideas, said Schussel.