Advertising Industry
Industry: Email Alert RSS FeedUntraditional pitch: Scion holds media reviews.(News)
Advertising Age, December, 2002
Byline: JEAN HALLIDAY
Toyota Motor Sales USA is quietly conducting separate media planning and buying reviews for its upcoming Gen Y-targeted Scion.
Brian Bolain, national manager overseeing marketing for Scion, said the automaker began talking to shops last month and expects to tap winners in January. He declined to reveal the names of shops in the pitches, and wouldn't discuss the size of the accounts.
But Scion is expected to get $50 million in spending after the brand drives cross-country. The first two models go on sale in California in summer 2003 and Scion will expand into the Southwest and Southeast before hitting the remaining northern and Midwest states by June 2004. Earlier this year, independent Attik, San Francisco, won Scion's...
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