As the exclusive automotive sponsor, Toyota engaged participants with activities aimed to showcase its revolutionary safety program for Hispanic families, Buckle-Up for Life (BUFL), and displayed some of the best-selling Toyota models in the Hispanic market.
Other Toyota activities included:
- an interactive photo booth providing official photos for Fiesta DC;
- seat belt and child car seat safety information and giveaways;
- and opportunities to interact with the popular Toyota RAV4 and Camry.
Toyota also is kicking off Hispanic Heritage Month (September 15 to October 15) with the launch of @ToyotaLatino on Twitter. The new handle will provide the company opportunities to highlight and celebrate the community, engage at live events such as Fiesta DC and share more vehicle information with owners and enthusiasts.
“Fiesta DC has a 41-year history of highlighting the diversity of the Latin American culture,” said Julie Hamp, Toyota’s North American chief communications officer. “Toyota is honored to celebrate this event and Latino heritage during Hispanic Heritage Month and beyond.”
Since 2004, Toyota has been the leading automotive brand among the U.S. Latino community. Data indicates nearly one of six Latino buyers choose a Toyota when purchasing a car or truck, the highest of any brand. Toyota brands make up more than half of all U.S. hybrid purchases by Latinos.