Toyota hits the (treacherous) highway with Discovery Canada

Tundra pick-ups will be prominently featured in Highway Thru Hell

Toyota Canada can’t bring Canadian TV viewers to the mountains, so it’s bringing the mountains to them.

The automaker’s 2014 Tundra pick-up is being prominently featured in the third season of the Discovery Canada reality series Highway Thru Hell. The show chronicles the activities of Jamie Davis Heavy Rescue, which keeps the highway in B.C.’s Cascade Mountains clear by removing oversize wrecks.

Four Tundras – two TRD Double Cabs and two TRD CrewMax – will serve as the company’s “incident response” units, the first vehicles in the rescue fleet to arrive at the scene of an accident. They will carry safety equipment and also a place for stranded motorists to get warm.

Toyota was unable to accommodate interview requests, but vice-president Stephen Beatty said in a release that the show provides an opportunity to showcase the Tundra’s “reliability and ruggedness” in the toughest road conditions.

Toyota first began sponsoring Highway Thru Hell last season.

Toyota reported its third straight monthly increase for truck sales in July, with sales for its RAV4, Tundra, Highlander and 4Runner brands achieving a new sales record of 8,785 units, up from 8,223 in 2013.

The company said it sold 883 Tundra 4X4 and 4X2 units, up from 505 units in the corresponding year-earlier period. Year-to-date sales of the Tundra at the end of July were 6,053, up from 3,686 in year-earlier period.

Media Articles

Sportsnet confirms Strombo out, MacLean in on HNIC

Reporter David Amber to serve as co-host for the late broadcast

Metroland Media’s marketing VP has news for advertisers

Michelle Digulla talks about her firm's research into Ontarians' readership habits

Cannes 2016: Just 12 Lions equals tough year for Canada

After a stellar 2015, Canada's medal count dips in 2016. Judy John's suggestion to be better in 2017

Cannes 2016: Harvey Nichols’ CCTV spot named Film Grand Prix

Canada shut out of the competition despite nine shortlisted entries

Cannes 2016: Black Friday shutdown wins top Titanium

Titanium Grand Prix goes to REI, Integrated Grand Prix awarded to Netflix

Cannes 2016: Under Armour wins Film Craft Grand Prix

The sportswear brand races off with the top honour of the competition

Premium media requires a different kind of creative

Study says media choice affects brand perception, experts urge nuanced execution

Cannes 2016: Edeka and Beyoncé both named Music Grand Prix

J. Walter Thompson Canada's "Just Another Day" for SickKids wins Silver Lion