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Saatchi & Saatchi breaks a fully integrated marketing campaign this week for Toyota’s redesigned top-end Avalon sedan.
The estimated $30-40 million push positions the Avalon and its features and amenities as an appropriate reward for its owners.
“We’ve learned that Avalon buyers enjoy experiences such as travel and leisure,” said Steve Sturm, marketing vice president at Toyota Motor Sales U.S.A., Torrance, Calif. “We’ve targeted our message to be whatever our consumers are. Whether they’re on a cruise, playing golf or making travel plans on the Internet, Avalon will be there.”
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