TOYOTA ROLLS OUT MOTHER'S DAY CAMPAIGN FOR MINIVAN

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(April 23, 2001) -- Toyota Motor Sales USA targets mothers with a safety message in a print and TV campaign for its Sienna minivan. The campaign includes TV spots on the NBC Tuesday prime-time special Celebrity Moms. Spots are also running this week through May 16 on the Today show.

The print campaign includes an ad in the May issue of In Style, showing a gift box tied with a seat belt. The headline reads, "Happy Mother's Day from the people obsessed with Safety. Toyota." WPP Group's Saatchi & Saatchi, Torrance, Calif., is the agency. The campaign also includes a sweepstakes giveway running on the Internet and other media. -- Alice Z. Cuneo

Copyright April 2001, Crain Communications Inc.

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