Pacific+ have been working with us for almost three years to create content that speaks to the one common passion point for our broad customer segment – the joy of the drive. Pacific+ have been able to deliver award winning content across our preferred channels that not only satisfies the value add of quality travel journalism to our readers, but also integrates Toyota brand messaging in an engaging editorial style. To date, the engagement survey we hold at the end of every issue proves that our customers are spending more and more time with our brand via their preferred option of magazine or digital app.
Brendan Lee, Loyalty & CRM Manager – National Marketing, Toyota
Adventure and travel, these two pursuits go hand in hand. Australians who seek travel via four wheels, and who frequently chase adventure make up the widespread national audience captured by the Toyota brand.
GoPlaces with Toyota is the bi-annual magazine delivered in both hard copy and interactive device versions which enables Toyota to enter the mindset of their customers long after they have left the showroom with the keys to their new adventure finder.
The adoption of a custom content approach specifically ‘geared’ for owners of their quality vehicles has been Pacific+ pet project for the Toyota team. The content we’ve created delivers the Toyota customer all the inspiration and tools they need to take to the road and indulge their driving passion.
We know we’re ‘tracking’ AOK. Engagement is increasingly considered a legitimate metric to measure return on investment and Pacific+ is committed to understanding how our crafted content is being received according to our levels of engagement.
Engagement surveys might seem like a simple means of measuring this, but at the centre of our post digest release evaluation we keep the conversation between Toyota brand loyalists and the brand alive. The insights we gather from our readers inform the content planning approach we apply for future editions. We are thrilled, like the best thrill-seekers would be, that they’re choosing to follow the path we take them on. The hearts and minds of every car buyer are stimulated and we know this for sure because they’ve told us.
76pp magazine, 2 issues a year
Magazine app, 2 issues a year
GoPlaces with Toyota magazine
GoPlaces with Toyota magazine app
January 8, 2015