Toyota's corporate campaign highlights US job creation

Toyota announced the nationwide launch of a new corporate campaign focusing on Toyota's ongoing investment and job-creation in the US.

The campaign includes five print executions, all of which highlight Toyota's U.S. operations. The first, to be launched today, focuses on the future site of Toyota's new full-size truck plant in San Antonio, which will commence operations in 2006. The ad also mentions Toyota subsidiary Bodine Aluminum's new Jackson, Tennessee engine casting plant, which will begin production in late 2005.

The headline reads, "We're not just breaking new ground with our vehicles." The accompanying photo depicts an all-but-empty field where a sign in the foreground proclaims, "Future Home of Toyota Motor Manufacturing, Texas." A tractor and three contractors can be seen in the background.

"By using the site of Toyota's latest plant to launch the "Good Business" campaign, we're really painting a picture of Toyota as a dynamic, growing company," said Paul Bernasconi, partner/creator at Oasis Advertising, which created the campaign. "We're showing that Toyota has big plans -- and is following them up with big actions. And when you want to think big -- there's no better place than Texas."

Upcoming ads will also include Toyota Motor Salesin Torrance, CA and the following manufacturing facilities:

* Toyota Motor Manufacturing, Alabama (Huntsville)

* Toyota Motor Manufacturing, Indiana (Princeton)

* Toyota Motor Manufacturing, Kentucky (Georgetown)

* Toyota Motor Manufacturing, West Virginia (Buffalo)

The campaign will run in over 40 national publications, including USA Today, The Wall St. Journal, The New York Times, Time and others. In addition, the ads will appear in local business publications in the communities surrounding some of the featured operations.