The Toyota Dealer Association is a complex client in that we served three different bodies at national (TCI), regional (Atlantic Regional Office) and local levels (individual dealers), while remaining directly accountable to a Board of Directors. Prime was tasked with developing five major campaigns focused on driving vehicle sales (retail-driven), with each campaign carefully managed to very strict timelines and budgets, and with no latitude for extensions or overruns. Each campaign had to align and support the overall Toyota brand while being flexible enough to facilitate geographic target market customization as well as cultural language differences between French and English.
