Toyota gears up for Mother's Day

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Toyota Motor Sales USA, Torrance, Calif., bought banner ads on greeting card Web sites promoting its electronic Mother's Day greetings. Visitors can request virtual flowers to be e-mailed to their moms. Toyota owners and employees, as well as staffers from Toyota agency Saatchi & Saatchi, also will get e-mails for the offer. Toyota is promoting the effort in USA Today. When moms download the e-mail, a Toyota Sienna minivan drives across the screen. Toyota expects the estimated $1 million push to reach 5 million moms.

Copyright May 2000, Crain Communications Inc.

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