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Toyota Joins Ny Marathon Fuse
A rider will probably want to meet a car, but Toyota hood protectors maker, Toyota, targets to have close encounters with thousands of runners in two marathons that will take place in the streets of New York.
To become an exclusive automotive sponsor of both the ING New York Marathon and the NYC Half Marathon presented by Nike, the giant Japanese manufacturer has signed a three-year contract. Financial terms were closed and the company will present its hybrid platform, including the Prius, Highlander SUV and Camry Hybrid, television and regional press, inside and signage on course and the operational use, such as transporting athletes and officials. In addition to a price in terms of money, both men and women winning the ING New York Marathon will be a Prius.
The alliance will activate support the half-marathon in New York presented by Nike, which will be held August 5. The ING New York City Marathon will happen Nov. 4, and the previous car sponsor was DaimlerChrysler Smart micro compact in 2005.
Bryan Riss, Toyota's vehicle operations manager for the New York area said that the Prius Hybrid is their glamorous and it is the most attention Hollywood crowd, but they want to support all their online hybrid. He added that the plan long-term Toyota is having a hybrid model for each of the company builds, and that this alliance will help make more consumers aware of their hybrids. Sponsors also the New York marathon is opinion and said he would understand Prius as an option for a rental car this summer.
Ann Hinegardner, SVP-development Business and marketing strategies in New York Road Runners, which oversees the two marathons and several other events throughout the year consecutive year, said that the category of cars is very important to the marathon, and signing Toyota is in line with their commitment to the environment and for health. She said Toyota plans a full activation now through November.
Third time Tour
The AST Dew Tour will several new strategies in place which enters its third season this week: Louisville, Denver and San Jose have been replaced by Baltimore, Salt Lake City Cleveland stop of the tour, MTV has been added to the media mix, and the name of the Tour itself has changed from the Dew Action Sports Tour, But Pepsi's Mountain Dew remains the title sponsor and all the sponsors of lead in the five sites are back.
The schedule started with the Panasonic Open in Baltimore in June 21-24 and through the PlayStation Pro in Orlando on October 18-21 featuring top action sports athletes in BMX, motocross and skateboarding to challenge points and prize money.
Wade Martin, president and CEO at the AST Dew Tour, Aurora, Ill., said it was the first part of their strategy to build AST [Sports Action Tour] as an umbrella brand which will be composed with other events. He AST said they want to become what NASCAR is its fans and consumers. Martin added that AST has plans include a U.S. winter sports action tour and world events.
Outlets such as NBC and USA Network (coverage of the event), the Fuel TV (Extracts and comments), FSN Radio, VOD in a potential 30 million homes and iTunes are the avenues through which the tour reach people. Two shows in the wings and features before each tour event is new this year on MTV and MTV2. Attendance last about 250,000, up 15,000 from the tour Inaugural. The AST Dew Tour is owned by NBC Universal and Live Nation.
Martin said that the challenge of their third year will be the same challenge in their 10th year that is more to attend in person, watch or access to events and to support their authors. Right Guard Open (Cleveland, July 19-22), Vans Invitational (Portland, Oregon, August 16 to 19) and the Toyota Challenge (Salt Lake City, Sept. 20-23) are other stops on the tour.
About the Author
Kaye Leery is has a degree in Information Technology. She enjoys her profession as an IT consultant. She is also passionate about writing and plans to pursue a Creative Writing workshop in Iowa.