Toyo launches fourth quarter ad campaign for Open Country line

Oct. 11, 2007

Toyo Tire (U.S.A.) Corp. has launched a major ad campaign to promote its Open Country line of light truck and SUV tires.

This follows the company's second quarter ad campaign that promoted the Versado LX luxury passenger car tire.

Open Country products include the Open Country H/T premium replacement highway tire, the Open Country A/T all-terrain tire, and the Open Country M/T high traction mud terrain tire.

Toyo’s Open Country campaign includes a new 30-second commercial that will air nationwide during select NCAA football games on ABC, CBS, ESPN and NBC. The Open Country television ad also will run nationally on Discovery Channel, ESPN, ESPN2, Fox Sports Net, Outdoor Channel, SPEED, SPIKE and VERSUS. It also can be seen on-line at

A comprehensive national print ad campaign targets niche consumer truck publications such as 4 Wheel & Off-Road, 4 Wheel Drive & Sport Utility, 4X4 Builder, Dirt Sports, Four Wheeler, JP, Motor Trend’s Truck Trend, Sport Truck and Truckin’.

Point-of-purchase kits featuring 2006 Baja 1000 Champion Robby Gordon also are available for dealers. Each kit includes a near-life-size cutout of Gordon, tire toppers, tire inserts and posters. These, along with opportunities for local advertising, allow dealers to tie in and be a part of this national campaign, the company says.

“This exciting new Open Country campaign demonstrates Toyo’s continued commitment to national television advertising as well as our family of Toyo dealers,” said Steve Weinger, senior vice president of sales and marketing. “It is an opportunity to build on the success of our previous campaigns, and to increase consumer awareness of our Open Country line of tires for light trucks and SUVs.”

The Open Country campaign complements Toyo’s existing sponsorships of Pac-10 men’s basketball and the John R. Wooden Classic collegiate basketball event. Both packages include national television exposure.

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