Extending discussion on Marketing Promotion on Prius(Lisa Krause)
Celebrities flock to Toyota Prius
Hollywood crowd loves gas-electric hybrid car
In my teammate Lisa Krause's blog, promotion on Prius, she gived a excellent post on prius's promotion strategy. I want to add a little more on Toyota's promotion strategy of using promotion via celebrities.
Marketing via celebrities, government agencies and strategic partnerships
–Promote critical "Green" messages
–Help influence the governmental debate on environmental issues
–Expand upon Toyota’s reputation for environmental leadership and innovation
–Create unique opportunities for Toyota to deliver its environmental messages
Toyota is trying to build on Prius' popularity among celebrities, which has earned it the title of "Unofficial Car of Hollywood." The Environmental Media Association, EMA, which works with the television, film and entertainment community in an effort to increase environmental awareness, is holding an opportunity drawing for one of the first 2004 Prius vehicles available in America. In addition, print ads will appear in such publications as Entertainment Weekly and Oprah Magazine.
I believe this will send out strong positive influence over the target car driver, especially younger generation which are the fans of celebrities.
3 Comments:
with all this hollywood support, i wonder if they have pursued product-placement opportunities in movies ?
There are many celebrs celebs that own a hyrid, Cameron Diaz, Billy Crystal and Leonardo DiCarpia to name a few. I wonder if Toyota thought to use them as spokes-people for selling this car???
You bet, Sheila. This is actually part of Toyota's marketing strategy on prius.
Celebrity partnerships
–Oscars
•Annually provide Prius vehicles to celebrities to drive to Oscars
–Celebrity owners such as,Cameron Diaz/Leonardo DiCaprio/Robin Williams/Tim Robbins
•Allows them to show their commitment to the environment
•Provides Toyota with unsolicited testimonials from Hollywood community
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