News of October 16, 2002
All-New 2003 Toyota 4Runner and its Marketing Campaign Follow Footsteps of the World's Greatest Adventurers
TORRANCE, CA - Toyota Motor Sales (TMS), U.S.A., Inc. launched its most adventurous marketing campaign to date, to introduce the all-new, technologically advanced 2003 4Runner, which will arrive in dealerships beginning Oct. 15, 2002. The marketing campaign centers around the world's tallest and most daunting peak, Mt. Everest, symbolic of the vehicle's ruggedness, strength and ability to follow in the footsteps of the world's greatest adventurers and guide a new generation of thrill seekers.
The advertising campaign, shot on location in Tibet and New Zealand, captures the 4Runner's heritage of ruggedness, durability and versatility. Filmed at the 17,262-ft. elevation base camp to the summit of Mt. Everest, the production crew included Americans, Chinese and Nepalese Sherpa guides. 4Runner conquered the rugged terrain for four days before reaching the base camp. The result is an integrated broadcast, print, outdoor and interactive advertising campaign unlike any other U.S consumers have seen before.
"We went to great extremes with this marketing campaign to demonstrate the capabilities of the all-new 4Runner," said Steve Sturm, vice president of marketing, Toyota Motor Sales (TMS), U.S.A., Inc. "We chose Mt. Everest, the world's most awe-inspiring adventure destination, as the centerpiece of our marketing efforts to truly communicate the 4Runner's dominance and connect its adventurous spirit with its core buyers: those who aspire to reach the ultimate peak."
In addition to the ad campaign, Toyota has partnered with Outdoor Life Network (OLN), which will produce a made-for-TV event titled "Global Extremes: Mt. Everest - 4Runners of Adventure." "Global Extremes" will challenge qualifying, highly skilled, amateur athletes grouped in teams in a series of grueling eliminations in such places as Moab, Utah; Elk Mountain, Colo.; Kalahari, North Cape, South Africa; Sarawak, Malaysian Borneo and Iceland, accomplishing such feats as mountain biking, trekking, running, climbing, caving and more. The challenges will eliminate all but five participants who will then attempt an ascent on Mt. Everest - televised live - to commemorate the 50th anniversary of world-renowned adventurer Sir Edmund Hillary's ascent. The teams will pursue challenges while the 4Runner will play a prominent role in each individual expedition. Global Extremes will be a major television event broadcasting on OLN and ABC. The ascent on Mt. Everest will be carried live on OLN.
(Oct. 11, 2002)