+ Publier Publicitaire GRATUIT !
Stats d'annonce: Dernier 24h - 56, actuel - 1078, total - 74463

Toyota Trains for Olympic-Size Sponsorship

15 Décembre 2015 - Automotive News

Toyota Trains for Olympic-Size Sponsorship

Toyota's broad sponsorship of the Olympic Games will vault the automaker to the top tier of the global marketing podium, alongside some of the world's largest and most recognizable brands, including Coca-Cola, McDonald's and General Electric.

And at an estimated cost of nearly $1 billion over four Olympic Games through 2024, it also will amount to the single largest marketing endeavor in the company's history.

But, as Toyota tells it, there's more to the effort than pitching Camrys.

"People say: 'Well, how do you gauge the exact return on investment?' I don't think you do," said Jack Hollis, the Toyota marketing executive who has been named strategic director for Olympics marketing for the U.S. "This is not a return-on-investment play. This is our company wanting to be something bigger."

What does that mean for a company that's already the world's biggest automaker?

The "something bigger" idea, Hollis said, comes from CEO Akio Toyoda's desire to extend Toyota's philosophy of "ever better" beyond making cars. Sports -- the Olympics, in particular -- challenge everybody to be better on a global scale, and that's the philosophy with which Toyota wants to align itself, Hollis said.

Toyoda's "thing is 'How do we reach out globally to make people's lives better?' and he thinks expanding our sports strategy is the way to go," Hollis said. "And the Olympics is a part of that."

Many other automotive manufacturers have seized on the thrill of sports to propel their brands across a range of demographic groups, but international competitions offer an even higher-profile platform for a select few. Hyundai, for example, supports international soccer's World Cup.

The Olympics are a good fit for a company such as Toyota because a wide cross-section of people watch the games, and that fits with the broad audience the Toyota, Lexus and Scion brands serve, said Bill Daddi, president of Daddi Brand Communications, a New York marketing company.

"The Olympics is widely recognized by all consumers as really being the pinnacle of our culture today as an event we gather together to watch," Daddi said. "The expenditure and actual exposure are superseded by the prestige a sponsorship of that level" can bring Toyota.

Toyota's Olympic marketing rights are limited to Japan only until the end of 2016. The global partnership, which was announced in March, kicks off in the beginning of 2017, when Toyota officially has the rights to use and display the Olympic rings in its advertising around the world.

It will retain those rights through the 2024 Summer Olympics. The location will be announced in 2017; Paris and Los Angeles are considered front-runners.

That Toyota's home country of Japan is hosting the Summer Olympics in 2020 played a big role in the company's decision to sign on as an Olympic Partner, considering the major advancements expected from the automotive industry by the end of the decade.

"There are a lot of things coming in 2020," Hollis said. "New vehicles, autonomous, fuel cell, the growth of ride sharing in Tokyo. So I think the opportunity and the timing is perfect."

Nouvelles par Tags

2011 models2012 models3D printing458 italia6-series coupeA1A2abc motorsaccidentaccidentsaccordACIMacuraadvertisingafricaairbagsairbusairportalcotestalfaalfa romeoalgeriaamazonamphibiousandroidAnil BachooappappleappointmentsappsarabiaargentinaArtashok leylandasiaastonaston martinauctionaudiaustraliaaustriaautoauto showautonomous carautonomus carAutopilotaventadorawardsAxessbahrain grand prixBAIbajajBangkok Motor ShowBangladeshbatmobilebatterybattlebeachesbeetleBeijing Motor ShowBelgiumbentleybernie ecclestonebetamaxbicyclebicyclesbikebikesbiodieselbmwboatsBogota Auto ShowBois-Marchand accidentbondboschBPObrabusbrazilbribesbridgestonebriobugattibuggybuickburnoutbusbusesbuyingbydcadillaccamaroCanadacarcar buying tipscar dealerscar importcar marketcar rentcar rentalcar sharingcar theftcar washCarPlaycarscartingCCIDCCTVCEBcelebretiescelebritiesChengdu Motor ShowcherychevroletChicago Auto ShowchinaChris Evanschryslercitroencivicclassicclassic carsclassicscomparisonconceptconceptsconvertiblecorruptioncorvetteCourtsCPBcr-vcrashcrash testscrossovercrowdfundingCubaCurepipeCUVCWAdaciadaihatsudaimlerdakardartzdash camdashcamdatsunDelhi Auto ExpodesignDetroitDetroit Auto Showdieseldiesel scandalDIYDLCdodgedragdrag battledrag racedrag racingdriftdriftingdriverless cardrivingdriving licensedriving schooldriving schoolsdriving testdriving tipsdronesdrunk drivingDubaiDubai Motor Showducatiearthquakeebeneecoecologyeconomyelectricengen motor showengineenginesEOCethanoletios livaEUEuropeeveventsexpofacebookfakeFast And FuriousFernando AlonsoferrariferryfiatfiestafilmsfinancesfinlandFirefiskerfitness centerFlacqFlic-en-FlacFloodsflying carFootballForbach accidentforce indiafordformula1forza motorsportFrancefrankfurtfrankfurt motor showfraudfuelfuel economy scandalfuel stationfuel stationsfunnyfutureGaikindo Indonesia International Auto ShowgamesgeargeelygenesisGeneva Auto Showgeneva motor showGermanygirlsgmgodzillagolfGoodlandsgooglegoogle glassGoProgovernmentgpsgran turismogrand tourgreat wallgreecegreengreen energygrnoGRSE accidentGTAGymkhanahackershamannharley-davidsonHatchbackhellcatherohistoryholdenHollandhondaHong Konghorsepower falsifyinghospitalshot wheelshotelshoverboardhow toHuayrahummerhumorhurricanehybridhydrogenhyundaii3i40ICACiframacIIHSIMCimportindiaIndian OilindicaIndonesiaIndonesia International Motor Showindonesia motor showinfinitiInfinityinfrastructureinsuranceinteriorinteriorsiPadiphoneiranirelandIRPisraelisuzuitaliaItalyjaguarjamesjames bondJames Mayjapanjapaneese carsjapanese carjapanese carsjazzJDMjeepJeremy Clarksonjettakartkawasakikei carken blockKenyakhankiaKoenigseggkoreaKTMLALA Auto Showlamborghinilancialandland cruiserland roverlawsleallegolexuslight metroLionel Messilotuslow cost carLRTluxuryluxury carsm3mad maxMadagascarmahindramaintenancemalaysiamanmapsmarketmarketingmartinmarutimaruti suzukimaseratiMatt LeBlancMauritiansmauritiusmaybachmazdaMcLarenmercedesmetroMetro Expressmexicomichael schumacherminimitsubishiMMMmonacoMontebello accidentmontereymoparMoroccomotomotormotor showMotor vehicle test centremotorcyclemotorsportmotorsportsmoviesmpvMRAmugenMusicmustangMVDANandanee Soornacknanonascarnavigation systemnavigation systemsNavin RamgoolamNCGNDUNepalnetherlandsnew york auto shownew zealandnfsNHTSANigerianissanissannorwayNTANTCoff-roadoffroadOlympic GamesopelpaganiPakistanParisparis motor showparkingPebble Beachpenaltiespenalty pointspeugeotPhilippinespickuppickupspininfarinapirelliplayboyPNQpolandpolarispolicepoliticspollutionpontiacporscheporsheportPort LouisPort-LouisPPCPPPprankpricespriusproguardprotestsprotonPSApublic transportQ3qorosquatre-bornesr8Raceracingrallyramrangerange roverratingsRDArecallsrecordrecordsred bullrenaultrenderingrent a carreplicaReunionRHTRichard DuvalRichard HammondRing Roadrioroadroad accidentroad rules & regulationsroad safetyRoad Traffic ActRoad Traffic Amendment Actroadsroads safetyrobotsRodriguesrolls-royceromeoRose-HillroverRoyal EnfieldRRSRSUrumoursRussiasaabsafetysafety ratingssafety testssalesamsungsamusao paulo auto showSao Paulo Motor Showsaudisaudi arabiascamscandalscaniaschool busscooterscootersseatsecond hand carssecond hand cars importself driving carself-drivingself-driving carself-driving carsSEMASEMA showSeoul Motor Showservice stationsShanghaishanghai motor showshelbyShellshowsingaporeskodaSlovakiasmartsoreze accidentsoulsound systemssouthsouth africasouth koreaspainspare partsspeed camerasspeedingsportSportscarspy shotsssang yongSsangYongstar warsstartupstatisticsSTCstreet racingstrikestudysubarusudysupercarssurveySUVsuzukiSwedenswiftSwitzerlandTATaiwantakataTarisa Resorttatataxtax fraudtaxestaxiTBStechnlogytechnolgytechnologyTerre-Rouge–VerdunteslateststhailandThailand International Motor ExpothefttipstiresTMRSUtokyoTokyo Auto Salontokyo motor showtoptop geartoyotatoystrailertransformerstransporttrendstrickstriumphtrucktruckstsunamituningTurkeytvstyresUAEuberUBSukukraineunionsuomuralUSused carused carsVacoasvanvarma casevehicle inspectionVehiclesvelostervideovietnamVintagevintage carsVipervolkswagenvolvovwwheelsWorldyamahayariszagato
Vendez Votre Auto