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Article: How women can see Echo; `Seventeen,' Roxy help Toyota reach young drivers.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- January 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Seventeen and roxy apparel go for a ride with Toyota Motor Sales USA as the carmaker this month rolls out a promotion backing its Echo sedan.
Toyota, Seventeen and Roxy marketer Quiksilver are targeting extreme-sports-minded young women with the effort. The promotion includes a sweepstakes to win one of five Echo cars customized, inside and out, to reflect Roxy's California surfing-inspired fashion look.
Also backing the promotion is a multipage advertorial in Seventeen and events the magazine is staging where the car can be shown off to 18-to-25-year-old women.
Toyota VP-Marketing Steve Sturm explained the strategy of using Seventeen to ...