It’s Toyota’s flagship sedan and it’s been reworked! Though the 2013 Avalon craftsmanship and styling has been completely revamped, just like its new campaign suggests: “only the name remains.”
To highlight the contributions that African-Americans played in the evolution of the 2013 Avalon, Toyota hosted a group of media guests and influencers in Cincinnati, Ohio and Georgetown, Kentucky to celebrate the rebirth of the Avalon. Guests were called “Avalon Agents” and their agendas called “missions,” which all played into the James Bond theme of the excursion.
The festivities kicked off with a private dinner at the National Underground Railroad Freedom Center in Cincinnati, where a house band played classic R&B songs; guests could participate in an interactive photo experience with Toyota vehicles; and a James Bond-themed theatrical production – with an actor who actually scaled the side of the museum wall – serving as a prelude to Toyota’s forthcoming commercial campaign.
Guests also traveled to Georgetown, Kentucky via motor coach to visit TMMK, Toyota’s largest manufacturing facility outside of Japan. There was a complete tour of Toyota plant facility, informational session with Wil James, President of Toyota Manufacturing; Rob McConnell, who worked on Toyota’s design team; Jim Colon, Vice President of Product Communications for Toyota; and several additional executives from both Toyota and Burrell Communications.
At TMMK, the 2013 Avalon was on display for attendees to explore and see up close and in person. Short test drives in the local countryside were also offered to media guests.
The Toyota experience culminated with an event called “Cook it or Kick it” at the Art of Entertaining venue. The soiree included a specialty wine tasting, food prepared by guest chef Liz Rogers of the Mahogany’s Restaurant Group, and an intimate performance by soul music star, Bilal.
While James Bond was the theme of the Toyota experience, it was clear that the 2013 Avalon was the star of this two-day activation!
PHOTOS: Check out some of the images from the Avalon media immersion below. All photos courtesy of Toyota.