From September, the newspaper will embark on a three-month campaign involving two advertorial supplements and advertising in The Times and The Sunday Times, as well as online ads on Times Online.
The supplements will show how the Prius offers drivers the best of both worlds with its combined petrol and electric engine. Two supplements, written by Times journalists, will feature upcoming trends likely to have a positive impact on readers' lives.
Toyota will also be the launch sponsor of The Times Arts Power 100 supplement, an extension of the paper's Times Power 100. The deal also spans ongoing activity in the paper.
A dedicated microsite will run for six months, carrying editorial content and links to the Arts Power 100, as well as a Toyota-backed competition to win a holiday.
Claire Myerscough, Times Newspapers' head of development, said: "This shows that we really can offer clients the ability to target a large, quality audience with creative and engaging concepts."
Joanna Pitt at Times Newspapers' development team and Andrew Niven at ZenithOptimedia brokered the deal.