The Toyota Motor Manufacturing, Kentucky, Inc., plant in Georgetown. (Photo from TMMK)
Symbolizing the breadth of Toyota’s contributions in Kentucky is a new TV commercial from the manufacturer, set to make its broadcast debut on June 24. The company’s commitment to community is embodied in a locally-produced premium leather Avalon seat, featured throughout the commercial in familiar community settings.
Two 15-second TV spots are part of the automaker’s “Part of the Community” integrated advertising campaign, and will air across multiple media platforms, including local television networks, digital radio and online.
The campaign also includes a social media element. People who visit Toyota and take a plant tour can have their photo taken with the seat, to be posted on the plant’s visitor center Facebook page. Additionally, the seat travels to Lexington Legends baseball games and other community events with the Toyota “Street Team,” or company ambassadors who snap photos for Toyota’s social media pages and offer incentives that promote social engagement with the brand.
One incentive is a chance to win a deluxe suite package for the August 8th Lexington Legends game. Fans of the Georgetown manufacturer’s Facebook page are eligible for the drawing, which runs until August 1. To learn more, visit Facebook.com/VisitToyotaKy.
“By providing quality jobs for thousands of hardworking folks and building strong relationships with our great local nonprofit organizations, we’re doing our part to make life better in Kentucky’s communities,” said Rick Hesterberg, manager of Toyota’s external affairs department. “This campaign is a fun, relatable way to share our story and demonstrate Toyota’s continued commitment to our state.”
Toyota partnered with its Lexington-based advertising agency, Cornett-IMS, to create the multi-media campaign. Post Time Productions filmed both TV spots.