Mazda Toyota Manufacturing is a one-of-a-kind joint venture between Japanese automotive powerhouses Mazda and Toyota. It was first announced in 2018, with a projected investment of US $2.3 billion on a Tennessee Valley Authority-certified megasite in Limestone County, Alabama.
Today, MTM’s operational model is seen as a standard of excellence in automaking. One Team builds two exceptional vehicles. The Corolla Cross SUV is built on the “Apollo” assembly line and the Mazda CX-50 is built on the “Discovery” assembly line.
Officials with Mazda and Toyota initially engaged Red Sage through a competitive search, selecting us as their agency partner for development of the Mazda Toyota Manufacturing brand including logo, diverse assets, and a website.
MTM also had an ambitious recruitment goal, to bring in more than 4,000+ team members across diverse roles in less than 24-months, while reinforcing the company’s brand narrative and distinct culture.
This employee recruitment challenge was especially daunting given the industry’s competitive hiring landscape and pressing production deadlines.
After bringing the company’s brand to life, Red Sage designed and presented MTM leadership with a more effective way to do employee recruitment at scale using integrated marketing approaches.
In a multi-year partnership, Red Sage has delivered award-winning strategic creative through digital-social paid advertising, promotional videos, TV and internet commercials, strategic outreach, visibility initiatives, and more.
