Toyota will launch a publicity campaign at European level in order to improve its bad image after the recall in January. The Toyota workers are in the center of the campaign.
Toyota will run on TV, print and online and will include images of workers from the European factories that send a message full of tenderness: “Your Toyota is my Toyota”.
In Toyota’s internal network, the campaign is called “restore the confidence”, each employee will outline the Japanese’s image in the campaign following to describe with his own words how they contribute to the quality of Toyota services.
The campaign will begin in May and will reach all major markets. The total amount invested by the Japanese in order to promote their message is €20 million.
Image source: Automarket