Toyota holds pitch for agency to launch Harrier in Singapore

Japanese motor company Toyota has held a multi-agency pitch for a creative brief to launch its Harrier model in Singapore for the first time.

Currently, the Harrier can only be imported from Japan. Singapore will become the first export market for the Harrier outside of its native country.

Up to five agencies are understood to have pitched for the account, including Toyota’s agency of record Dentsu. The account covers the creation of a digital and print campaign spanning from June, when there will be a launch event, until the end of the year. The remit also includes public relations and activations.

Mumbrella Asia understands the account is thought to be worth in the region of S$600,000.

Toyota’s Singaporean distributor Inchcape was unavailable for comment at the time of publication.

The Harrier was Singapore’s second most popular car to be imported through an outside distributor last year.


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