Toyota joins NY Marathon Fuse

A runner will not probably want to encounter aTour's Third Time
car, but Toyota hood protectors maker, Toyota,The AST Dew Tour will have several new
targets to have close encounters with thousandsstrategies in place as it enters its third season this
of runners in two marathons that will take placeweek: Louisville, Denver and San Jose have been
on the streets of New York.replaced by Baltimore, Salt Lake City and
In order to become an exclusive auto sponsor atCleveland as tour stops; MTV has been added to
both the ING New York City Marathon and thethe media mix; and the tour name itself has
NYC Half Marathon presented by Nike, the giantchanged from the Dew Action Sports Tour but
Japanese automaker has signed a three-year deal.Pepsi's Mountain Dew remains title sponsor and all
Financial terms were closed and the company willlead sponsors at the five venues are back.
feature its hybrid platform, including the Prius,The schedule began with the Panasonic Open in
Highlander SUV and Camry Hybrid, throughBaltimore in June 21-24 and runs through the
regional TV and print, on- and off-course signagePlayStation Pro in Orlando on October 18 to 21
as well as operational usage such as transportingfeaturing top action sports athletes in BMX,
athletes and officials. Aside form a money prize,motocross and skateboarding contesting for
both the men's and women's winner at the INGpoints and monetary prizes.
New York City Marathon will receive a Prius.Wade Martin, president and general manager at
The alliance will activate in support of the NYCthe AST Dew Tour, Aurora, Ill, said that this was
Half Marathon presented by Nike which will takethe first part of their strategy to build AST
place on August 5. The ING New York City[Action Sports Tour] as an umbrella brand that will
Marathon will be happen on Nov. 4, and thebe comprised with other events. He added that
previous car sponsor was DaimlerChrysler's Smartthey want AST to become what NASCAR is to
micro compact in 2005.its fans and consumers. Martin further said that
Bryan Riss, Toyota's vehicle operations managerAST has plans include a U.S. winter action sports
for New York region said that Prius is theirtour and global events.
glamorous hybrid and it gets the most attentionOutlets such as NBC and USA Network (event
from the Hollywood crowd but they want tocoverage), Fuel TV (previews and reviews), FSN
support their whole hybrid line. He added thatradio, VOD in a potential of 30 million homes and
Toyota's long-term plan is to have a hybrid foriTunes will be the avenues through which the tour
each model the company builds, and that thiswill reach people. Two behind-the-scenes shows
alliance will help make more consumers aware ofand features prior to each tour event are new
their hybrids. Also sponsoring the New Yorkthis year on MTV and MTV2. Attendance last was
Marathon is Avis and said it would include Prius asabout 250,000, which is up 15,000 from the
a car rental option starting this summer.inaugural tour. The AST Dew Tour is owned by
Ann Hinegardner, svp-business development andNBC Universal and Live Nation.
marketing strategies at New York Road Runners,Martin said that the challenge in their 3rd year will
which monitors both marathons and several otherbe the same challenge in their 10th year that is
running events year-round, said that the cargetting more people to attend in person, watch or
category is very important to the marathon, andaccess the events and support their sponsors.
signing Toyota is in line with their commitment toThe Right Guard Open (Cleveland, July 19-22),
the environment as well as to health. According toVans Invitational (Portland, Ore., Aug. 16-19) and
her, Toyota plans a full activation now throughthe Toyota Challenge (Salt Lake City, Sept. 20-23)
November.are other tour stops.