Toyota Tundra Targets Hispanics with New Multi-platform Campaign

Toyota is rolling out the new 2007 Tundra following a series of high profile Super Bowl spots. Toyota's marketing plan relies heavily upon Hispanic business to meet its sales goals.

Kim McCullough, corporate manager of marketing communications for Toyota Motor Sales USA, stated that the company expects 20% of the new trucks – or 40,000 Tundras – to go to Hispanic consumers.

For the first time ever, the company is producing Spanish-language brochures for a specific product. As part of an integrated campaign to go after the Hispanic market, Toyota is also doing some event sponsorship by sponsoring the Copa Americana soccer tournament, and charreadas, or Mexican rodeos.

Tundra's Spanish-language tagline is “La nueva Tundra. Tan fuerte como el hombre que la manejar,” which translates to "The new Tundra. As strong as the man who drives it.”

Torrance, CA based, Connill Advertising is Toyota's Hispanic Advertising Agency.

To purchase a continuously updated online directory with detailed contact information about more than 1,000 Leading Hispanic Marketing/Advertising decision makers, please click here.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.