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Toyota Technology
Targeted PR Magazine
Objectives
Counter "weak in technology" image among core target of automotive journalists
Shape public opinion in Europe by positioning Toyota as a leader in environmental technologies
Promote human, innovative, involved Toyota employees
Results
Key automotive journalist target now sees Toyota as source of easy-to-understand automotive technology
Popular demand for PR magazine throughout Toyota's European network drives translation into six languages; press run increases from 2000 to 12000 in eight issues.
Internal response very positive; production schedule and budget increased
Credits
Karl Pisor: writer, art director, client management
Christian Grou: designer
