In one of the largest marketing coups in recent years, holiday cheer—the intangible spirit of goodwill towards man, peace on Earth, and warmth in the hearts of all—will now be sponsored by the Toyota Motor Corporation, sources reported Tuesday.
One of 100 million greeting cards Toyota is sending out to the American public this Christmas season.
The exclusive $30 million deal, which includes promotional tie-ins with the season's first snowfall and the smell of roasted turkey wafting gently through a warm and cozy home, was signed earlier this week by Toyota Motor Sales U.S.A. executive vice president James Lentz.
"We are very excited to be working with holiday cheer," said Lentz, who called the look of wonder on a young child's face and the company's new line of durable trucks a "natural pairing." "From now on, whenever anyone curls up in front of a crackling fireplace, or takes a moment to reflect on the importance of family, Toyota will be there."
Added Lentz: "This truly is the most wonderful time of the year."