TORRANCE, Calif., Nov. 29, 2004 -- All aboard the Toyota Tundra express! As
part of the marketing campaign for the Toyota Tundra Double-Cab full-sized pick
up truck, images of the truck have been painted on the sides of two Amtrak locomotives,
one running the "Texas Eagle" route segment from Chicago to San Antonio,
and the other running the "Silver Service" route segment from Washington,
D.C. to Miami.
"The marketing theme for the Toyota Tundra Double-Cab is 'A truck as big
as your life ... Life-sized,' so we were looking for an opportunity to spread
that message in a big way," said Deborah Wahl Meyer, Toyota corporate marketing
communications manager. "Nothing says big, powerful and unstoppable like
a speeding locomotive, so we think this is a great fit."
The idea for painting the image on the side of the train came from Toyota's
ad agency, Saatchi & Saatchi. Originally, the plan was to "wrap"
the train with the image, similar to what is used on buses and buildings, but
wear and tear concerns eliminated that option. So, Amtrak and Corporate Image
Media, Inc., recommended the unique paint solution that Amtrak uses for the
stripes on the trains.
"Getting unique messages out to consumers is always a challenge, but with
this Tundra/train tie in, we are able to cut through the clutter and send a
clear message about Tundra's capabilities to the people riding the trains, as
well as to all of those who see the trains en route," said Meyer.
Toyota worked with Amtrak to choose routes that had high exposure and travel through key markets for the automaker. Toyota is currently building a Tundra plant in San Antonio, Texas,so the "Texas Eagle" route was a natural choice. The segment of the "Silver Service" route chosen will give the truck good exposure on the east coast and through the southern states.
Toyota is the first automaker, and only the second company, to use Amtrak locomotives foradvertising in this manner.
The Tundras are scheduled to ride the rails through the end of December 2004.