Toyota Motor Sales USA, Torrance, Calif., debuts a family-reading promotion campaign with Borders Inc. and Parenting
this week, highlighting reading hours at the book store chain. Toyota's new Sienna minivan is the focus vehicle of the promotion, which includes store gift certificates. Saatchi & Saatchi/Pacific, Torrance, did a supporting print ad and handled direct mail to more than 2 million Parenting
subscribers. Sienna's big media blitz arrives later this month.
Copyright October 1997, Crain Communications Inc.