Toyota and the NFL launched the deal with a digital campaign and ad playing off of its “Let’s Go Places” slogan, and making prodigious use of its newfound access to the NFL media archive. While Christ wouldn’t comment on whether or not Toyota would produce a Super Bowl ad during its first year of sponsorship, he noted that the automaker would be “activating the Super Bowl very aggressively” and using the first Big Game in Las Vegas as a “showcase event” for the brand.
With much of the 2023 NFL season still remaining, it’ll be one showcase of many.
“One of the most beneficial aspects of a partnership with the NFL is the fact that they have relevance 365 days a year,” said Dedra DeLilli, Toyota’s group manager for sponsorship strategy and integration. “One thing that we will certainly do is look at the marquee events of the NFL … and find ways to promote our vehicles and our brand message in a way that aligns with initiatives that the NFL is executing.”
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