News & Views

CHANNELS    |    Behavior Change      Leadership      Products & Design      Supply Chain      Marketing & Comms      New Metrics    |    MORE

Toyota, Audubon Urge Drivers to Explore Back Roads to Nature

Toyota and the National Audubon Society have teamed up on a campaign urging Americans to spend more time outdoors this summer.

The "Exit the Highway" campaign highlights nearly 100 nature destinations in more than 60 cities and urges people to pledge to spend more time taking scenic roads to nature. For every initial pledge and for every photo of a nature stop shared online at ExitTheHighway.com, participants are entered to win a Toyota Prius.

At ExitTheHighway.com, road trip itineraries offer inspiration for a day outdoors or an unexpected stop on a road trip. From coast to coast, people can choose the destinations most appealing to them and map an itinerary to suit their travel plans. Drivers not near a highlighted city or region can suggest their own local nature spots to the Exit the Highway community by uploading a photo of their favorite nature location.

The itineraries include a special focus on conservation projects from TogetherGreen, a $20 million initiative created by Toyota and the National Audubon Society to foster diverse environmental leadership and fund innovative conservation ideas.

“We need highways to get us to our destinations, but we’re encouraging you to take the roads less traveled as you drive,” said Pat Pineda, Group Vice President, National Philanthropy and the Toyota Foundation. “What lies just beyond a highway exit can be a very rich, memorable experience in nature. We’re hoping Exit the Highway sparks interest in conservation with travelers of all ages and also sheds a light on the many local heroes who are advocating for our planet.”

Earlier this month Toyota ranked #1 in the list of 2012 Best Global Green Brands by brand consultancy firm Interbrand.

Bart King is a PR/marketing communications consultant and principal at Cleantech Communications.


Bart King is the principal of New Growth Communications, a network of affiliated content producers and strategists serving clients in the emerging green economy. He is also an associate editor for Sustainable Brands. Follow him @bart_kingGoogle+

[Read more about Bart King]