Toyota Sales Events
Creative team lead for Toyota National Dealer Association developing 360 advertising campaigns for their quarterly national sales events. Responsible for the creative development and execution of four national campaigns a year to increase brand awareness, drive consumer traffic to dealerships nationwide and to Toyota.com.
Our team developed a range of cross platform ideas covering broadcast, video, digital, social media, and radio. The campaigns were evaluated quarterly for brand messaging, memorability, and results versus other car brands. Our efforts resulted in Toyota consistently posting higher sales records than our competitors in the category.
NUVOtv (now FUSE Media)
As Digital Creative Art Director for the channels' online and mobile websites, I was in charge of the development of relevant digital and online marketing content to promote all the network programs, including new shows, and special events.
During my tenure there, our team was able to increase monthly traffic to the site by 80% from 20k to an average of 100k within six months through improved SEO traffic and e-blasts. This resulted in an increase from 2k to 30k registered users who opted in to receive emails from NUVOtv.
Universal Studios Theme Parks
A core member of the marketing team that won the account for Barú Advertising, playing a key role in creating synergistic launch campaigns for the King Kong 360 3D attraction, Transformers The Ride, and CityWalk Five Towers Summer Concert Series. I also wrote and oversaw the production of many of the radio promotions for park events and attractions, like Grinchmas and Halloween Horror Nights. This included the launch of Universal’s first terror maze based on a well-known Latino cultural legend of “La Llorona”.
The award-winning ads we created intrigued listeners and resulted in a 60% increase in Hispanic attendance to the park.
Toyota Tundra Launch
Part of the creative development team tasked with launching the completely re-designed Tundra to a Hispanic audience loyal to the American truck brands. Utilizing the concept “A truck should be as strong as the man who drives it.” The big, bold, powerful Tundra was matched with the Charros (Mexican Cowboys).
The entertainment campaign brought attention to the Charros traditions of bravery, honor and toughness, connecting those values to Toyotas commitment to building tough, reliable trucks. The campaign re-positioned Tundra as a truck worthy of competing with America’s top truck brands.
Career Overview
CRE8 Brands – Creative Consultant, Bilingual Art Director & Copywriter 2022 - Present
Conill Advertising – Associate Creative Director on Toyota and Lowes 2016 - 2021
NUVOtv – Senior Art Director, Digital Department 2013 - 2016
Barú Advertising – Creative Director Universal Studios Theme Park 2011 - 2013
Awards
American Advertising Federation ADDY Award / Orange County Ad Club Award /Belding Awards / Miami Art Directors Guild / Mavericks in Advertising
Contact Info: rpari@cre8brands.com • 310-980-6400