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January 29, 2003
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This Week:

• "Car of the Year 2003" awards

• Lincoln Enters The Armored Vehicle Market With Town Car BPS

• Volkswagen opens joint venture for gearbox production in China

• BMW Group Receives Four Awards in Strategic Vision's Total Delight Index

• Scion Announces Media Planning And Buying Partner

• Ford To Open New Parts Distribution Center In Shawnee, Kansas

• GMM Achieves Unprecedented Results During The Year

• Audi's seventh record-breaking year in succession

• Ultrasonic Park Assist world leader Valeo to launch Master-Park(TM)to the Aftermarket

• Ford's 2002 Operating Results Improve By $1.7 Billion Vs. Prior Year

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Scion Announces Media Planning And Buying Partner

Scion x-a

Photo: Toyota
 

Torrance, CA - Scion, the all-new car marque from Toyota Motor Sales (TMS), U.S.A., Inc, announced the selection of New York-based Zenith Media Services, Inc. as its new media planning and buying partner. Unveiled by TMS in March 2002, Scion will be on sale in California in June 2003 and expand to additional markets in February 2004. The new line of vehicles will be available nationwide by June 2004. To support Scion's strategic rollout, Zenith will administer all planning activities for traditional and non-traditional media. Additional responsibilities will include broadcast, print, out-of-home, and interactive media buying. Another marketing partner will be added shortly to further support Scion's non-traditional executions.

Recognizing the importance of non-traditional and word of mouth marketing with the trend-setting target buyer, Scion's efforts over the past eleven months have focused on grassroots marketing throughout California. This has resulted in significant word of mouth and website traffic.

"Zenith will assist us in planning a non-traditional marketing approach across the country and will ensure that we have a holistic, authentic approach to media," said Jim Farley, vice president, Scion. "Zenith will further refine Scion's media strategy and secure media placement in highly effective, targeted areas that will allow us to make that critical connection with our future customers."

Zenith's approach to reaching a trend-setting, younger buyer through non-traditional techniques is evidenced through its recent work on behalf of brands such as Verizon Wireless and Stolichnaya. The BET College Tour included stops at 15 campuses which showcased DJ's, 3-on-3 basketball tournaments, games, and other activities. For Stolichnaya, Zenith wrapped an entire office building in the distiller's "Stoli" holiday greeting paper to create a seasonal promotion.

Zenith joins marketing partners ATTIK, Oasis, and URB Magazine in providing Scion with non-traditional marketing approaches for this new line of vehicles.

(January 27, 2003)