Register now for our upcoming webinar:
Más Que Un Auto (More Than A Car) – Reaching Hispanic and Other Multicultural Audiences
Thursday, June 15, 11:30 a.m. to 12:30 p.m. (EDT)
Join Javier Moreno of Toyota’s global communications department, as he gives FPRA members a behind-the-scenes look at Más Que Un Auto, a campaign Toyota launched in 2014 to celebrate its 10th consecutive year as the No. 1 automotive brand among Hispanics.
As part of the campaign, Toyota thanked Hispanics for their loyalty to the brand and encouraged customers to order personalized name badges for their cars, sharing the stories behind their car’s nickname.
Since the launch of Más Que Un Auto, which resulted in the most user-generated online and social content in the brand’s history, more than 15,000 name badges have been ordered. This campaign was named “Integrated Marketing Campaign of the Year” during the Hispanic Public Relation Association (HPRA) National ¡Bravo! Awards in 2015.
Javier Moreno is assistant manager of global communications at Toyota Motor Corporation (TMC) headquartered in Toyota City, Japan. In this role, he serves as a global spokesperson for the company, and his team is responsible for developing, coordinating and implementing Toyota’s communications strategies across various regions, including Europe, Latin America, North America and Oceania.
Since joining Toyota in 2005, Moreno has held various positions in media relations, marketing, market research, government affairs and community relations at Toyota’s affiliates in California, Kentucky, New York and Texas.