Case Study: Toyota Motor Sales USA Monterey Historic Sponsorship
Key Client Objectives: To integrate Toyota into an event historically associated with brands with a pedigree in the automotive vintage community
Services: Contract negotiations. Concept generation. Sponsorship management. On-site activation.
Results: Three (3) years of concept creation and sponsorship activation of Toyota at the Monterey Historic Automobile Races. Brought the Toyota F1 car and team from Germany to Laguna Seca Raceway; set a new track record. Created the Toyota Race of Legends, featuring drivers: Derek Bell, Emerson Fittipaldi, Parnelli Jones, Johnny Rutherford, Al Unser, Bobby Rahal, and many more. Gathered a rare assembly of twenty-five (25) 1967-68 2000GT sports cars (pictured above). Created an interactive panel discussion led by Speed TV’s Dave Despain. Provided unparalleled spectator support through widespread distribution of hospitality items and services to more than 40,000 fans.
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