Japan

Advertising and Publicity

1961-1965

Catering to Families in a Period of High Growth

The Publica got off to a start that could well be called revolutionary for its time. Toyota, seeking to dominate the passenger cars for the general public market, promoted the model under a coordinated design and color system that was used on everything from the letter 'P' company logo of nationwide Publica dealers, to signs and store designs, to receipts and office supplies.

Japan was now in a period of high growth, and so consumers also demanded more luxury in their cars. Toyota communicated its ability to meet these demands by enhancing its Publica model, rolling out a new Corona model with a higher speed, and competing in races as well as participating in other events.

Toyota was also responsive to family needs in this period. In 1965, a company advertisement targeting families won the Dentsu Advertising Grand Award.

Year
Month
Events
1961
January
100 Publicas donated in major tie-up campaign with Morinaga Milk Industry Co., Ltd. before the model's launch
February
Giant neon sign attached to Yokohama Marine Tower, astonishing locals
1962
February

A Corona Torture Campaign

Series of 'the Torture Campaign ' involving driving over metal drums and jumping ramps launched to erase the Corona PT20's weak image
September
Publicity is enhanced for a redesigned Crown, the first in eight years, by exhibiting a masked car on the neon tower in Sukiyabashi and driving masked cars through towns.
1963
May
Crown, Corona, and Publica all win first place in their respective classes in the First Japanese Grand Prix Race.
September
Toyota chosen as the only make in a car stunt show driven by an American team. The show demonstrates the durability of Toyota cars
October
Prestige advertising launched for the Crown, enhancing its image of style and reliability with quotes from famous people from different circles of life
1964
August
Family-oriented campaign, 'Publica Family Drive', launched nationwide, highlighting its unbelievable affordability
September

High-speed driving test of the Corona on the Meishin Expressway

Public driving test of the new Corona RT40 conducted on the Meishin Expressway. Driving 100,000 km in one go demonstrates the model's speed capabilities, reliability, and durability
December
'Driver's License School Fee Payment for Your Wife' campaign launched in commemoration of 200,000 Publica units produced
1965
July
Toyota's New Years and other advertisements win the Dentsu Advertising Grand Award and awards in newspaper and direct mail categories
July

The Corona Hardtop

Corona Hardtop, first hardtop model in Japan, marketed
November
'Corona Festival', the first of many coordinated events, held nationwide

Back to Top