Toyota and hardware retailer Restoration Hardware are to partner in a cross-marketing programme for the automaker’s mid-size Highlander SUV.
The “Driving It Home” programme was developed to reach potential buyers with young families considering an SUV. A six-page advertising section will appear in May 2001 issues of several Conde Nast publications including Vanity Fair, Bon Appetit, Conde Nast Traveller and House & Garden.
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Toyota says that the campaign will allow it to combine its customer base with that of Restoration Hardware to “connect with young couples and families in a personal and direct manner”.
Potential SUV buyers will have a chance to win a $US5000 ‘shopping spree’ at one of the hardware retailer’s 107 outlets while Toyota will offer buyers a $US75 gift certificate for Restoration Hardware products.
The promotion will also appear in a ‘custom content centre’ on MSN’s Home Advisor web site.
Prospective Highlander purchasers will be invited to events at Restoration Hardware locations throughout the U.S. where they will be offered special discounts.
“The Highlander was built with young expanding families in mind,” said Toyota Motor Sales vice president of marketing Steve Sturm.
“Our association with Restoration Hardware will enhance our outreach to the active lifestyle market in a personal and effective way.”
To view related research reports, please follow the links below:- USA Car and Light Truck Outlook – Segment analysis and forecasts to 2003 |
