The overarching theme this year was to connect Toyota’s performance heritage—past, present and future. Everything from the vehicle builds to supporting content to special events, including the SEMA Media Preview and Toyota SEMA press conference, utilized this theme to drive home the point that Toyota was—and is—an exciting, performance-focused brand. The combined efforts paid off with a dramatic increase in attendance at both the SEMA Media Preview and press conference events. Outside of the SEMA booth, the buzz about Toyota lives on through increased press coverage and social media.

Toyota Dream Build

In our third year of partnering with Toyota, GAC coordinated a press preview event at a Downtown LA warehouse and managed many facets of storytelling, including video elements, press releases and script development for the reveal of the radical Sleeper Camry.

The Sleeper Camry would go on to be recognized in numerous “Top Cars of SEMA”-style articles including Motor Trend, Autoguide, and several others.

Toyota Dream Build

We coordinated efforts, schedules and relationships between a host of build shops around the country, with celebrity personalities, as well as national sponsors including SiriusXM and DUB.

Following the press conference, guests could meet and get autographs from the Baja 1000 Tundra Team, Chef Tim Love, Alexis DeJoria and 3-time SEMA host, Rutledge Wood.

Highlights of the SEMA effort include:

  • The largest and most populated booth Toyota has ever produced at SEMA, with 15 vehicles celebrating and reinforcing Toyota’s performance legacy across the whole spectrum: off-road racing, stock car racing, audio & street performance, as well as the future of global design (FT-1)
  • Photography, press releases and on-floor video assets for custom builds: Tim Love Tundra, Tundra TRD Pro Desert Race Truck, Baja 1000 Chase Trucks (Tundra, Tacoma and 4Runner), Sleeper Camry, Widebody DUB Edition Sienna and DUB Edition Yaris, Sienna:Remix, and supporting materials for FT-1.
  • 3 video loops for the press preview, 4 hero cards, 5 wheel stand designs, 6 video loops for the showroom floor, 7 jib shot packages, 8 still photography sessions, 10 press releases, 13 vehicle fact sheets and over 2,000 images captured at the SEMA show.
  • Pre-Show Preview event with key media and celebrity signings
  • Coverage in the leading enthusiast publications, including Motor Trend, Car and Driver, Road & Track
  • First integration of wholesale parts into booth
  • First SEMA Member spotlight
  • Toyota CRR (Collision, Repair and Refinishing) Training Area

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