TOYOTA READIES $70 MILLION PUSH FOR NEW CAMRY

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(Aug. 21, 2001) -- Toyota Motor Sales USA's Toyota Division, Torrance, Calif., is readying the estimated $70 million launch of its fifth-generation Camry in early September.

Don Esmond, senior vice president and general manager of the division, said the blitz will result in a billion impressions in its first 30 days on TV, online and in print.

The campaign, from Publicis Groupe's Saatchi & Saatchi, Torrance, Calif., introduces the new tagline, "Get the feeling." The tag will be used across all the brand's vehicles and builds on the equity of the word "feeling" from Toyota's early "Oh, what a feeling" tag.

Mr. Esmond said the all-new Camry, which first rolled off the assembly line 18 years ago, is bigger, more powerful and has more safety and technical improvements. -- Jean Halliday

Copyright August 2001, Crain Communications Inc.

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