• As a way to engage and retain dealers at the annual Toyota National Dealer Meeting, Toyota partnered with GPJ to build product awareness and brand affinity through two strategic events – the Welcome Gala and the Carnival.
  • GPJ strategized, designed, fabricated, produced and managed the overall event production for both events.
  • More than 5,000 attendees experienced the events over the course of two full days.

The Toyota National Dealer Meeting is an epic two-day event that auto dealers look forward to each year. This year, Toyota partnered with GPJ and fellow Project Worldwide agency Spinifex Group to elevate the experience to a whole new level.


As attendees entered the Welcome Gala, they were immediately immersed in a Toyota services expo, featuring the Future of Retail area and the Olympics display. The Future of Retail showcased a presentation and demo showcase, scripted and crafted by GPJ with support from Spinifex Group, geared towards promoting the latest developments in digital retail. The Olympics display incorporated a large-scale video, historical artifacts, and photo opportunities with Olympic greats like Jackie Joyner-Kersee and Kristi Yamaguchi. Designed, fabricated and executed entirely by GPJ, this display helped promote Toyota’s global partnership with the Olympics and Paralympic Games.


On the second day of the event, GPJ revealed the custom-built “Car-nival” product salon at the Las Vegas Motor Speedway, complete with a full-blown concert and four ride-and-drive tracks. In addition, we incorporated themed food, entertainment, a race car garage transformed into a spa, a Ferris wheel, festival art and performers, and a closed caption broadcast displayed on screens throughout the event. In partnership with Synchrony, the broadcast featured legendary host Darrell Waltrip of NASCAR, and reporting from Top Gear USA’s Rutledge Wood.