August 4, 2004

Volume 3, Issue 14

Toyota Center Teams Get In the "Zone"

Rockets, Comets and Aeros use in-bowl vehicle display to activate sponsorship

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Contact:  Avina Parti, Toyota Account Manager    

                   [email protected], 713-758-7394

Teams: Houston Rockets, Houston Comets, Houston Aeros

Program Title: Toyota Tundra Zone

Objective: The teams had the following objectives for this initiative:

• Create a unique space featuring Toyota from inside the bowl to generate demand

• Make the space visible from all vantage points in the seating area

• Create a personal & intimate relationship with the Toyota brand as well as showcase vehicles

Program Description: Fans in Houston are getting all revved up...that's because of a new program at the Toyota Center called the "Toyota Tundra Zone"!

The "Tundra Zone" is an oversized suite accommodating up to 30 Toyota Guests who are either current or prospective Toyota customers.  To create a unique environment, the suite is framed with LED signage and is branded with Toyota Tundra images inside and out. Upon entering this suite, guests receive complimentary premiums such as a Toyota t-shirt and cap. The suite even boasts a full-size Toyota Tundra truck which makes the "Tundra Zone" the only in-bowl vehicle display in the country. All fans attending the "Toyota Center" also have the opportunity to view the newest models of Toyota cars and trucks at the Toyota automobile showroom.

In the coming season, the "Tundra Zone" will even be incorporated into the game entertainment. The Rockets' crowd entertainment team will slingshot t-shirts out of the "Tundra Zone" at select points of the game. Customized light shows featuring gobos/spotlights mounted on the arena catwalks and various lights within the Tundra truck will add to the spectacle. A pre-game, halftime, and post-game light display will feature the "Tundra Zone".

Media: Toyota has used the "Tundra Zone" in television commercials and leveraged access to the Tundra Zone with their radio media buys.

Sponsor: Toyota was the main sponsor in this promotion. Toyota is now using the "Tundra Zone" in their marketing through media and community promotions. Houston Area Toyota dealers also utilize tickets to sit in the "Tundra Zone" for test drives and for radio promotion giveaways.

Results: This promotion can be labeled a complete success as it has caused a "buzz" among fans. Consumers are asking how they can gain access to the "Tundra Zone" which achieved one of the main objectives -- generating demand. In addition, Toyota's usage of the "Tundra Zone" in the market through media and community promotions has created a more personal and intimate relationship with the car-maker and the Houston community.

Looking Ahead: The Rockets are constantly looking to enhance and incorporate the area into the feature event (i.e. basketball, hockey, concerts, etc.). To showcase each year's new vehicles, Toyota will change out the vehicle once a year. Finally, Toyota is considering running a register-to-win promotion next season, with the grand prize being the vehicle in the "Tundra Zone".

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