Planning for maximum exposure (Toyota Motor Corporation)
Responsible for the successful development and management of a pan European product media launch, Richard Ayres drew up plans to inspire and impress journalists given the responsibility of evaluating the newly launched seventh generation Corolla.
Built around a theme “pride through quality”, Richard ran, with the support of his colleagues, a briefing programme for more than 400 European journalists from 16 countries during an eight day period. This led to a huge amount of positive publicity (approx. £5 million) and marked a significant upturn in product sales (12% C.F. previous model).
As a result of the successful programme and quality theme adopted, Toyota GB, the UK arm of the European distributor network went on to build a TV campaign around it.