Thus was born the Farm to Table Tour, an integrated PR, social, digital and engagement initiative that brought the 3rd Generation Prius front and center in a fun, trusted environment. We designed the campaign to authentically foster advocacy and attention for the Prius in the target's favorite venue, the community farmer's market.
We created the Farm to Table Tour, bringing some of the best local chefs to farmers markets all over the county to create free tastings using fresh ingredients right from the market. A fleet of shiny Toyota hybrid vehicles looked right at home and gave market visitors a chance to get behind the wheel themselves.
The attention and advocacy created enormous enthusiasm from consumers, local press, online and in blogs, all across the country.
Our online presence followed the tour from coast to coast. We used social channels to let people know when we’d be in their area.
Our extensive public relations campaign and social media strategy promoted the tour with local, regional and national media in direct coordination with the internal Toyota PR team and dozens of markets and hundreds of chefs.