Toyota and EMAP strike Aygo deal

Toyota and EMAP Advertising have signed a cross-media promotional deal to support the launch of the new Aygo by Toyota.

The six-figure deal will run across a wide range of EMAP’s magazines, radio and online platforms throughout July, including flagship brands FHM, Heat and Kiss FM.

This follows comments made by Toyota GB commercial director Paul Philpott last week in the Incorporated Society for British Advertisers’ annual report that television is no longer a “must-have” on a media schedule.

The creative campaign for the Aygo brand will be centred around the “Do Something Memorable” tagline.

As part of the partnership with Toyota, readers of FHM, Zoo, Heat, New Woman and More will be asked to form a lists of memorable experiences. This will encourage readers to visit the magazines’ websites to enter the Aygo by Toyota competition for a chance to win a memorable experience.

Similarly, the EMAP radio stations Kiss FM, the Big City network and DAB stations Q, Kerrang!, Heat and The Hits will ask listeners to nominate their most memorable tune and explain why.

Activity on all EMAP platforms will be supported by competitions to win memorable experiences for all readers and listeners. The prizes have been chosen to represent the Toyota Aygo brand message, including a chance to see U2 live in Munich or Green Day live in Paris, a trip to go gambling in Monaco, flying lessons or dinner at the Eiffel Tower.

All activity is planned by EMAP Advertising and Zenith Optimedia.

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