Emap inks major cross-promotional deal for Toyota Aygo

LONDON – Emap has signed a six-figure cross promotional deal with Toyota, which will see its magazines, radio stations and websites promoting the Japanese car manufacturer's new Aygo city car.

FHM, Heat, Zoo, New Woman and More are some of the titles involved, enabling Toyota to reach its target audience of 18 to 35-year-olds.

Youth radio stations including Kiss FM, Kerrang! and the Big City network will devote airtime to promoting the launch of the car with the campaign strapline "Do Something Memorable".

The radio activity will be supported by a Toyota-sponsored on-air countdown of the most memorable tunes, as voted for by the listener. 

In addition, the particiapting magazine websites will ask readers to enter a competition to win a memorable experience with Toyota, tying in with the campaign.

Some of the memorable experience prizes on offer include gambling in Monaco, dinner at the Eifel Tower or flying lessons.

All activity was planned and negotiated by Emap Advertising and ZenithOptimedia.

Robin Giles, general manager for communications at Toyota, said: "The opportunity to integrate our new Aygo across Emap's extensive portfolio was the perfect way for us to reach our core demographic efficiently while associating ourselves with some of our target consumer's favourite brands."

The advertising will run throughout July. 

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