Toyota is the automotive market leader in Australia so there is generally a high level of motoring media interest in new vehicle launches. But given it had been 15 years since the last new Prado, Toyota had big expectations and sought media and social coverage across a broader media spectrum that showcased not only the capability of the new model, but how the LandCruiser Prado could inspire Australians to head into the outback for a big adventure.
The LandCruiser nameplate is iconic in Australia, so we launched it in one of Australia’s most iconic outback locations – Kakadu National Park in the Northern Territory. This is a rarely used location due to its extreme isolation, so we partnered with Tourism Northern Territory and worked with local Indigenous owners to craft a program that took motoring and lifestyle media and influencers into areas not open to the general public for a three-day adventure. We also shot extensive content for PR and social and to further engage with consumers, we ran a competition in conjunction with TNT to win a $10,000 Prado-inspired trip in the NT following a bespoke itinerary.
Motoring & Lifestyle earned media: 1380 pieces of coverage with a reach of 36.84m
Owned organic social: 41 pieces across FB, IG, YT and X with a total reach of 585,821 and average engagement rate well above benchmark of 9.88%
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