Toyota tries on fashion to reach Aussie women

Hornery, Andrew
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p92
Trade Publication
This article reports on the women-directed advertising campaign launched in Australia by Toyota Motor Corp. for its new automobile, as of October 1999. Dubbed Toyota Women's Program, the niche marketing effort is aimed at the 49% of customers who are female. The concept is to present the Toyota brand in environments more appealing to the feminine sensibility than the traditional dealerships and motor shows. The company started by using women's fashion magazines to present its line of car models in the form of advertorials designed to look like fashion spreads.


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