Toyota GR Yaris Launch Event

Ignition / Toyota Motor Europe


The Toyota GR Yaris is arguably the most exciting car from a mainstream manufacturer to be launched in recent years: a model built around pure driving pleasure in an automotive world increasingly focussed on electrification and driver technology, it has taken the enthusiast environment by storm. As a long-standing supplier of event services to Toyota Europe, Ignition were asked to support the experiential launch event for a range of internal pan-European and external audiences. Specifications, design, pricing and anything about the new model had to be kept confidential right up until the last moment: the plan was for an official World unveiling of the new model in November 2019 – weeks before our planned event – at the Rally of Australia. However, that had to be rapidly revised when that event was cancelled due to the wildfires in Australia: suddenly, our event represented the very first opportunity for any of the audiences – including the automotive press – to set eyes on and experience the car.

As an entrant in a number of motorsport disciplines, Toyota has access to some world-class driving talent. A number of their household-name driving team joined us at the event to share their skills with guests: this delivered some extra marketing exposure but also some additional VVIP handling requirements.

The event spanned two weeks from mid-December until just before Christmas. We chose the Estoril racing circuit and based ourselves at the Oitavos hotel in Cascais: normally closed at this time of year, they opened especially for our event.

Sales targets for GR Yaris are for relatively high volumes, so it was important to build enthusiasm for the model with the target market. The results were magnificent: they showed that the event left European management, press and social influencers all motivated and enthusiastic for the product.

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