TORRANCE, CA: Toyota has selected Allison+Partners as its PR agency for a six-state region that includes Northern California and the Pacific Northwest.
The carmaker selected the firm after a search process because of its experience across traditional, social, and digital communications, said Celeste Migliore, national manager of business and field communications at Toyota.
The company had worked with Michael Dobrin Public Relations for the last 22 years in this region, which is comprised of Northern California, Washington State, Oregon, Montana, and Alaska.
Allison will help the automotive company share its stories with consumers and shareholders using paid, owned and shared media. This will include promoting future Toyota, Lexus, and Scion products, as well as eco-innovations in the industry.
“Regional PR representation allows us to engage with [consumers] where they are and make sure that we are hearing their stories and sharing ours as well,” said Migliore, in an emailed statement.
With a team of as many as eight staffers working on the account, the agency will collaborate with Toyota dealers in the region and its corporate office on communications strategy and support, said Scott Allison, CEO of the eponymous agency.
He added that the firm will engage traditional automotive, lifestyle, and consumer media, as well as bloggers.
“This is a major milestone for us,” explained Allison. “We think Toyota is one of those iconic, top brands in the world, so our goal is to get out and deliver the results they're looking for and make sure it's a long-term relationship for us.”
Toyota hired former PepsiCo communications chief Julie Hamp as CCO for North America in June. It also promoted Sona Iliffe-Moon to brand marketing communications PR manager in May.
The automaker reported an operating profit of $4.5 billion in the second quarter of this year, its largest quarterly operating profit in four years.