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Case Studies

Toyota FJ Cruiser Top to Bottom

Long-time client Toyota New Zealand needed to raise excitement levels and maintain media coverage about its launch of the retro FJ Cruiser in 2011 with the ‘Top to Bottom Off Road’ off road journey from Cape Reinga to Bluff.

The brief

Wright Communications was called on to be a key member of Toyota's multi-agency team, bringing to the table its extensive media contacts, writing skills, and strategic savvy. Wright Communications' brief was to ensure PR was a key part of the overall project strategy, encompassing lifestyle and news media, and specialist and online motoring journalists.

The Wright solution

Wright Communications contributed strategic counsel in regular planning meetings with agency partners and Toyota's Assistant General Manager Marketing Neeraj Lala - both pre-launch and during the adventure. Wright Communications provided a comprehensive PR risk analysis and key messages to cover any likely interview scenario. A dedicated Wright team ensured long-lead media got all relevant information in time, negotiated superb coverage in a key nationwide newspaper to coincide with the journey's start, and then actively liaised with regional media to the journey's end - providing tailored news releases, media liaison, a ghost-written first person piece from its on-site finish line interview with celebrity driver Marc Ellis, and quality images.

Client satisfaction

From a double page preview feature in the nationwide Sunday Star-Times 'Escape' magazine, to facilitating a prominent Southland Times mayoral greeting news story and photo at Bluff, Wright Communications ensured 'Top to Bottom Off Road' had a strong media presence throughout - achieving numerous regional media stories and a stunning retrospective photo essay in the Sunday Star-Times. Coverage was also achieved in key vehicle enthusiast publications such as New Zealand 4WD magazine. Wright Communications was proud to be part of Team Toyota for this project, which won a advertising industry Effie Award, two CAANZ awards, and one prestigious international award at Cannes.

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As Toyota’s strategic PR partner, Wright Communications understand our business, our customers and our brand. Working with their dedicated team has added to our opportunities to communicate with our customers, explore new media relationships and gain new perspectives for our marketing communications. Wright share Toyota’s brand values and sustainability goals for the perfect PR fit. quote mark leftquote mark right

Neeraj Lala
General Manager– Marketing, Product & Used Vehicles, Toyota New Zealand

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