The CAANZ Axis Awards, held last night, recognise creative excellence in New Zealand, honouring the creative value the industry can bring to business and celebrating innovative ideas.

Nikki Wright, Managing Director of Wright Communications, says she is proud the firm contributed to such a successful campaign for long-term client Toyota New Zealand.

"Wright Communications was fully involved from the outset, and was able to contribute strategic PR advice, writing and media management expertise to the team. Toyota believes in a true partnership approach with its agencies, and this really paid off with a superb project outcome," says Nikki Wright.

Wright Communications' PR strategy delivered comprehensive print media coverage with a PR value of nearly $150,000, including editorial features in the Sunday Star-Times - which provided crucial nationwide reach - and many regional publications.

Overall, more than 5,000 people engaged with the journey website, nearly 9,000 people became Facebook fans, photos on Flickr received nearly 33,000 views, and sales of FJ Cruiser were 9 per cent ahead of Toyota's half-year forecast.

Toyota New Zealand's agency team also included advertising company Saatchi & Saatchi, film producers Leftfield Productions, digital agency AIM Proximity, media agency Starcom, TRN and TVNZ. The campaign also won gold in the Social and Content category and silver for Digital and Interactive.

'Team Toyota' was praised for the way the Top to Bottom journey, with Marc Ellis at the wheel from Cape Reinga to Bluff, resonated with Kiwis and exceeded Toyota's  targets.

The winners were chosen from 578 entries, judged by 45 local creatives and five internationally recognised judges - including Thirasak Tanapatanakul, Duncan Marshall, Executive Creative Director of Droga5 Sydney, Sir John Hegarty, Worldwide Creative Director and Founder of Bartle Bogle and Hegarty (BBH), Paul Silburn, Creative Partner of Saatchi & Saatchi London and Richard Flintham, Founding Partner of 101 London.