Toyota Highway to the Future – Building Awareness through a "Green" Experience

Hybrid technology and "green" are important topics for many motorists in the market for a new car and Toyota is the leader in hybrid technology. As part of its continuing effort to educate consumers, Toyota developed a traveling educational exhibit called "Highway to the Future: Mobile Hybrid Experience."

The tour allows consumers an opportunity to test Toyota's Hybrid Synergy Drive system and learn about hybrid technology through a number of interactive educational exhibits. P2R was called on by Toyota to promote the tour at various venues and events throughout the Midwest and to maximize media exposure for the exhibit and hybrid technology.

Through extensive pre-event and on-site media and educational outreach efforts, the P2R team was able to secure numerous on-air interviews and extensive print, radio and TV coverage for numerous HSD Tour events throughout the Midwest. HSD Tour attendance was stronger-than-expected at all venues and the program has expanded for 2008.