Toyota guns for hybrid customers with Engines of Change

Toyota Motor Sales USA Inc. tapped San Diego agency Active Marketing Group to develop a campaign linking Toyota Hybrid Synergy Drive with endurance athletes.

The multichannel campaign is designed to reflect how a commitment to sports and community and the environmental benefits of hybrid vehicles can change the future.

The "Engines of Change" campaign has several online and offline marketing facets. Top among them is the Sponsored Athlete Program in which 130 endurance athletes will compete in six events this year as Toyota "Engines of Change" ambassadors.

Online, the agency has created a free Internet triathlon-training program on behalf of Toyota open to all registered participants. Registered users of the site at www.toyota.com/endurance can participate in blogs and send online cards to the athletes.

In addition, "Engines of Change" consumers can participate in a national contest showing how they too can be engines of change. Winners will be able to experience their favorite endurance event through partnerships with all Toyota-sponsored triathlons, USA Swimming and Toyota-United Pro Cycling Team.

In other marketing, Toyota will offer a two- to three-month lease to race directors leading up to race day; have on-site displays promoting Toyota Hybrid Synergy Drive; and have branded sections on the racecourse along with branded towels.