Toyota Prius Partners with L.A. Freeways

Increasingly, we're seeing marketers recognizing that they can do good for both their brand and the public through thematically appropriate public-private partnerships.

Yesterday Toyota and government officials unveiled a vivid roadside display made up of more than 20,000 live flowers, along the Pasadena Freeway (SR-110) in downtown Los Angeles with Mayor Antonio R. Villaraigosa, officials from Caltrans, Toyota Motor Sales, and Greenroad Media. The Floralscape is one of nine oversized floral designs that will appear alongside California freeways in support of the ongoing launch of the 2010 Toyota Prius hybrid vehicle.

"The Floralscapes are an ideal communications concept for these economically challenging and environmentally conscious times," said Edward St. Clair, president and founder of Greenroad Media. "Toyota is able to demonstrate its commitment to the environment to the benefit of state and local governments, local businesses and the entire community."

Several months back KFC announced a plan to sponsor repair of Chicago's potholes, in exchange for some ... unique branding.

With government at all levels currently streamlining resources to the most essential of activities, look for more opportunities popping up in your local market to do good by your brand and the general public.

"Through this innovative partnership with Toyota, we are able to improve the look of freeway landscape, make necessary upgrades to aging or damaged irrigation systems, and save tax dollars," said Raja Mitwasi, Caltrans Chief Deputy District Director.