Toyota Joins NY Marathon Fuse
A broker may not want to find a car, but Toyota hood protectors maker, Toyota, targets that have close encounters with thousands of runners in two marathons that will take place in the streets of New York.
To to be exclusive sponsor of cars, both in the ING New York City Marathon and Half Marathon in New York by Nike, the giant Japanese manufacturer has signed three-year agreement. Financial terms were closed and the company will feature its hybrid platform, including the Prius, the Highlander SUV and Camry Hybrid, via regional television and print, on-and off course signage and operational usage such as transporting athletes and officials. They also form a prize of money, both men and women's winner in the ING New York City Marathon will receive a Prius.
The alliance was active in support of New York City Half Marathon presented by Nike, to be held on August 5. The ING New York City Marathon will happen on November 4 and the previous sponsor DaimlerChrysler's Smart car was Micro Compact in 2005.
Bryan Riss, Toyota's operations manager vehicle region of New York said its Prius hybrid is attractive and gets the most attention from people Hollywood, but who want to support its hybrid lineup together. He added that Toyota's long term plan is to have a hybrid model for each company is based, and that this alliance will help make consumers more aware of their hybrids. Also sponsoring the New York Marathon is Avis and said it would include Prius as an option to rent a vehicle from this summer.
Ann Hinegardner, SVP-business development and marketing strategies in New York Road Runners, which controls both marathons and several other racing events throughout the year, said the car category is very important for the marathon, and signing Toyota is online its commitment to environment and health. She said Toyota plans a full activation now through November.
Tour Third Time
The AST Dew Tour will have several new strategies in place that is entering its third season this week: Louisville, Denver and San Jose have been replaced by Baltimore, Salt Lake City and Cleveland as stops on the tour, MTV has been added to the media mix, and the name of the tour itself has changed since the Dew Action Sports Tour, but the mountain Dew Pepsi sponsor remains the main sponsors and all the five places back.
The schedule began with the Panasonic Open in Baltimore 21-24 in June and runs through the PlayStation Pro in Orlando, October 18 to 21 with action sports athletes in BMX top, motocross and skateboarding challenge for points and prize money.
Wade Martin, president and general manager of the AST Dew Tour, Aurora, III, said this was the first part of its strategy to build AST [Action Sports Tour] as a brand umbrella will be integrated with other events. He added that AST is to become what NASCAR is for their fans and consumers. Martin also said that AST has plans for a winter action sports tour in the U.S. and world events.
Points sales as the U.S. NBC and the network (event coverage), Fuel TV (planned and comments), FSN radio, VOD in a potential 30 million homes and iTunes are the avenues through which The tour will reach people. Two behind the scenes of shows and features before every tournament circuit are new this year on MTV and MTV2. Attendance was around last 250,000, which is up 15,000 from the inaugural tour. The AST Dew Tour is owned by NBC Universal and Live Nation.
Martin said the challenge in its 3rd year will be the same challenge in its 10th year which is more and more people to attend in person, view or access to events and support of its sponsors. The Right Guard Open (Cleveland, July 19-22) Vans Invitational (Portland, Oregon, August 16-19) and the challenge of Toyota (Salt Lake City, Sept. 20-23) are other tour stops.
About the Author
Kaye Leery is has a degree in Information Technology. She enjoys her profession as an IT consultant. She is also passionate about writing and plans to pursue a Creative Writing workshop in Iowa.
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