Instead of investing their £1.2m budget for promoting the new Prius hybrid car in a standard press campaign across all national titles, Toyota GB and its media agency ZenithOptimedia have decided to concentrate all communication into the Daily & Sunday Telegraph and Guardian Newspapers Ltd.

By doing so, the Prius will become a constant presence across 2004 in these titles, with display advertising, online activity, supplement activity & event sponsorship. The Guardian published a positive review of the car this week. The Prius campaign launched earlier in January with a £1.5 million nationwide 48 & 96 sheet poster campaign.