Toyota is borrowing the rugged spirit of Mt. Everest to launch its 2003 4Runner (arriving in dealerships Oct. 15). Torrance, CA-based Toyota has partnered with a series from Outdoor Life Network, Stamford, CT. Global Extremes: Mt. Everest—4Runners for Adventure will first challenge teams of amateur athletes in Moab, UT; Elk Mountain, CO; South Africa; Iceland; and Malaysia in biking, trekking, running, climbing, and caving competitions. The 4Runner will play a role in each event and the challenges will air on the Outdoor Life Network and ABC from January to May. Five finalists will then attempt to climb Mt. Everest live on TV to commemorate the 50th anniversary of Sir Edmund Hillary’s ascent. The show will air on Outdoor Life Network in late May or early June (depending on the weather).
A national advertising campaign shot in Tibet and New Zealand that includes billboards, activity at yahoo.com/globalextremes, and print ads in magazines and “USA Today” supports. Saatchi & Saatchi, Los Angeles, handles ads for Toyota.
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