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Integrated Marketing Campaign Elevates 2014 Toyota Corolla To New Heights

TORRANCE, Calif., Sept. 5, 2013 /PRNewswire/ -- The world's best-selling vehicle nameplate of all time is about to take drivers to new places. When the 2014 Toyota Corolla hits dealer showrooms this fall, the accompanying marketing campaign will showcase the car's upgraded technology and elevated styling—inside and out. The marketing campaign aims to reach the Millennial generation while still appealing to the baby boomer audience that has made the model so popular through the years.

(Photo:  http://photos.prnewswire.com/prnh/20130905/LA74423)

(Logo:  http://photos.prnewswire.com/prnh/20030501/TOYLOGO)

Developed in partnership with Saatchi & Saatchi LA, the campaign's theme is "Elevate." Extensive market research shows that Millennials are looking to take their career to the next level and are looking to buy their first "real" car to get them there. The design of the all-new Corolla is significantly elevated from the previous generations, creating a more dynamic and desirable image for the Corolla nameplate that will appeal to these younger buyers.

The primary broadcast spot of the campaign, "Style Never Goes Out of Style," focuses heavily on pop culture, especially music and dance, and spans five decades, starting in the late 1960s (coordinated with Corolla's U.S. launch in 1968) and continuing through the present day. The music video-inspired commercials feature an original track by Shy Kidx and the "Elevated" dance choreographed for the campaign by Vincent Patterson and Tony Testa.

"The 'Elevate' campaign speaks to the evolution of the Corolla and Toyota's commitment to delivering exciting products that engage consumers in new ways," said Ed Laukes, vice president of marketing communications, Toyota Motor Sales, U.S.A., Inc. "We're thrilled to debut a fun campaign that reaches a younger audience through social, digital and mobile elements that convey the Corolla's elevated design."

The all-new 2014 Corolla made its global debut on June 6 at an invite-only event in Santa Monica, Calif. The extravaganza celebrated the iconic compact vehicle with nearly 50 years of success and nearly 40 million Corollas sold worldwide.

The 2014 launch represents a dramatic restyling for the 11 th generation Corolla. The next generation Corolla makes a stronger design statement, with more dynamic exterior styling, spacious interior and greater sense of craftsmanship. The vehicle's technology offerings have been elevated as well, including standard LED headlamps, Bluetooth audio and available Smart Key System with push-button start.

The vehicle and its corresponding campaign continue the recent momentum set forth by design-focused product launches and build on Toyota's new Let's Go Places brand direction.

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