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Grand Prix 2005

DAEMON 2ic’s media relations campaign leaves toyota in pole position

CHALLENGE STRATEGY RESULTS


To raise awareness of Toyota’s participation in the Securing high profile ambassador, model and TV An 8 page exclusive photo-shoot and interview
Australian Grand Prix amongst a male audience, presenter Erika Heynatz, who represented the was negotiated with australia’s number one men’s
Daemon 2iC developed a media relations campaign high glamour lifestyle of the Grand Prix and who magazine, FHM. Shots from the spread were
focusing on Toyota’s off-track activity. appealed to the core target media, Daemon 2iC leveraged in B&T, Sun Herald Sun and MX. Editorial
generated national print and broadcast, metro print content was developed for Who Weekly, Nova 96.9,
and radio and trade press in the lead up to and Channel 10, on-track channel GPTV and the Sun
during the Grand Prix. Herald Sun’s Snapparazzi featured Erika’s team visit
in the Toyota garage. Erika’s meet-and-greet drew
To credibly brand Toyota’s ambassador at the
a crowd of 400 eager fans while she was the star
event itself, a one-off, sexy designer dress was
presenter at Toyota’s cocktail party attended by
commissioned to show off an eye-catching sterling
Victorian state premier, Steve Bracks.
silver Toyota necklace.

Daemon 2iC – Case Study 


Daemon 2iC – Case Study