Toyota Tundra 'Rides' Amtrak Rails in Ad Campaign

TOYOTA PRESS RELEASE
As part of the marketing campaign for the Toyota Tundra Double-Cab full-sized pick up truck, pictures of the pickup truck have been painted on the sides of two Amtrak trains, one running the "Texas Eagle" route from Chicago to San Antonio, and the other running the "Silver Service" route from Washington, D.C. to Miami.

"The marketing theme for the Toyota Tundra Double-Cab is 'A truck as big as your life: Life-sized,' so we were looking for an opportunity to spread that message in a big way," stated Deborah Wahl Meyer, Toyota corporate marketing communications manager. "Nothing says big, powerful and unstoppable like a speeding locomotive, so we think this is a great fit."

The concept for painting the picture on the side of the train came from Toyota's ad agency, Saatchi & Saatchi. Originally, the plan was to "wrap" the train with the image, similar to what is used on buildings and buses, but wear and tear concerns eliminated that option. So, Amtrak and Corporate Image Media, Inc., recommended a paint solution that Amtrak uses for the stripes on the trains.

"Getting unique messages out to consumers is always a challenge, but with this Toyota Tundra/train tie in, we are able to cut through the clutter and send a clear message about Tundra's capabilities to the people riding the trains, as well as to all of those who see the trains en route," said Meyer.

Toyota worked closely with Amtrak to choose routes that had high exposure and travel through key markets for the automaker. Toyota is currently building a Tundra plant in San Antonio, Texas, so the "Texas Eagle" route was a natural choice. The segment of the "Silver Service" route chosen gives the pick-up truck excellent exposure on the east coast and through several southern states.