Toyo launches its largest TV campaign ever for new tire

Toyo Tire U.S.A. Corp. will debut its new 30-second commercial and launch the largest television campaign in the company’s history June 22 during the primetime “Cold Case” hit series on CBS.

Set in the city, the spot features a beautiful woman, a customized, black Cadillac Escalade and a brand new set of Toyo Proxes ST II tires. The accompanying tagline is: “It All Comes Down To The Shoes.”

The commercial will air again June 23, during CBS’ “CSI: Miami.” Over the course of the summer, it will generate more than 100 million household impressions around the country. Other network and cable stations scheduled include ABC, Fox Sports, ESPN, Discovery, National Geographic and Spike TV. The commercial is also online at www.toyo.com.

National print ads featuring Toyo’s Proxes line — including the new Proxes ST II — are also running from now through August in a variety of publications ranging from automotive to personal lifestyle such as Automobile, Motor Trend, The Robb Report Collection, Sport Truck and DUB.

“The tire, and the advertising campaign surrounding its introduction, targets image-conscious, affluent consumers who customize their high-end vehicles,” says Steve Weinger, senior vice president of sales and marketing.

Independent Toyo dealers nationwide are being introduced to a new point-of-purchase campaign called “Life is a Live Performance” to focus on the Proxes line. Stylish tire inserts, a banner, posters, counter mats and other materials will bring attention to these products for passenger cars and light trucks. Dealers can submit photos of their in-store displays to receive a gift certificate and be entered to win NintendoWii gaming systems. Toyo’s American dealer network consists of some 2,000 retail outlets.

For more information, visit www.toyo.com.