Client: Toyota Motor Corporation

Account description: Presentation of the Lexus range at the Moscow Motor Show 2001

Date: Aug. 23, 2002

Place: Krasnaya Presnya, Moscow

Background: This account was part of long-term cooperation between Toyota and Imageland

Goals:

• To build Toyota's image as one of the largest companies selling prestigious cars in Russia
• To provide exhaustive data on the company's future promotion plans
• To announce establishment of Toyota's daughter company
• To emphasize exclusivity of Lexus brand

Strategies:

• special events within the framework of the Motor Show (cocktail party, live music, press conference attended by the Toyota top management and the media)
• Interviews with heads of Toyota Motor Corporation and its Moscow representative office
• Invitation of central and regional media

Results:

• over 150 media representatives
• over 50 publications in the first days of the Motor Show
• more than 13 shorts on the central TV