CULINARY FESTIVALS

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Objective

Integrate Toyota in the culinary event space as a partner that authentically showcases key vehicles and vehicle features while providing consumers a focal point that generates awareness, interest, and engagement. Partner with festival properties where culinary experiences are the primary focus and content. Drive consumer interaction with the Toyota brand, collect consumer data, and reach priority targets including millennials, women and multi-cultural. Engage attendees by aligning with a vibrant, culinary focused, and interactive program.

Strategy

Develop an experiential marketing program that seemlessly connects attendees of culinary events to the Toyota brand. Execute sponsorship deliverables at culinary festivals such as Austin Food + Wine, Music City Food + Wine, BottleRock Napa Valley, Latin Food Fest, and Charleston Wine + Food. Curate intentional activations for Toyota through high end premium giveaways, unique vehicle experiences, and interactive elements.

Result

Successful execution of three test markets in 2017 led to Toyota to expand the culinary program in 2018. REACH is proud to have delivered the desired impressions and engagements in this new vertical for Toyota and looks forward to continued success this year.