Toyota Ireland is launching a new campaign to highlight its backing of the Irish Paralympics squad, as well as Toyota's global involvement in the Paralympics movement. Toyota says that its new "Start Your Impossible" campaign will: "celebrate the truly elite and competitive spirit of Paralympic athletes in a unique and personal style."
TV, radio, digital
Starting from August 9th and into September across TV, radio, digital, there will be a new series of films that take you into the lives of Irish Paralympians Jason Smyth, Ellen Keane, Nicole Turner and Patrick Monahan. The films aim to show "the sacrifices and resilience it takes to make it to Tokyo 2020." There will also be a tie-in with sports website, Off The Ball.
More inclusive society
Toyota has been a partner to the Irish Paralympic team since 2017, and globally the car giant is an official partner to both the Olympics and Paralympics. According to the company: "Toyota believes in breaking down barriers to mobility to create a more inclusive society. It is a belief perfectly exemplified by the achievements of these incredible Paralympians. Toyota has grown and evolved through the relentless pursuit and development of innovative technology with the power to improve lives, better society and create a safe and secure future for the next generation. Paralympics Ireland's mission is to lead elite Irish athletes with a disability to Paralympic Games success."
Relentless, inventive, considerate
Commenting ahead of the Tokyo 2020 Paralympic Games, Zoe Bradley, Head of Marketing and Communications at Toyota Ireland said: "At Toyota Ireland, we are proud to be an official partner of Paralympics Ireland and to be supporting Jason, Ellen, Nicole and Patrick on their journey to Tokyo. There's a natural fit between Paralympics Ireland and Toyota Ireland's brand values of being relentless, inventive, and considerate - three traits which closely parallel what Paralympics is all about. The Start Your Impossible campaign showcases the talents of some of Ireland's finest athletes and truly embodies what the campaign is all about - commitment and ambition to realise potential. We are delighted to share this powerful campaign with our audience, to celebrate their passion and total dedication to their sport. We look forward to cheering them on from Ireland this month".