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 approach
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.
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.