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Toyota set to debut new ad tagline, replacing 8-year-old ‘Moving Forward’

Since 2004, Toyota has tagged its advertising with “Moving Forward.”

That will change come Dec. 31.

Company president Akio Toyoda announced Tuesday at the Toyota National Dealer Meeting in Las Vegas that “Let’s Go Places” will debut as part of the roll out for the redesigned 2013 Avalon sedan.

A Toyota press release said the company used a team of six ad agencies it’s employed for past campaigns to come up with the new slogan and the branding initiative that will drive it.

“’Let’s Go Places’ speaks to the evolution of Toyota and our commitment to leading through innovation, enriching lives and connecting with customers in new ways they define,” said Bill Fay, group vice president and general manager, Toyota Division. “It is energetic, aspirational, inclusive and very versatile. The phrase conveys a dual meaning of physically going places and taking off on an adventure, while also expressing optimism and the promise of exciting innovation that enriches people’s lives. It allows our associates, customers, dealers, and suppliers to interpret it in ways that are most personally relevant to them.”

After the campaign for the new Avalon, “Let’s Go Places” will spread to ads for the other six newly designed Toyota and Scion vehicles, until it’s a part of all national and regional print and digital advertising.

Among the redesigns is the Corolla, made at Toyota’s Blue Springs plant. The facility, which started production last November, will start making the 2014 Corolla some time next year, along with the company’s plant in Canada.

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