Play and display in Boracay

TOYOTA Motor Asia Pacific’s Hiroji Onishi congratulates TMP for a job well done.

Talk about a grand celebration. And the grandest you can ever imagine.

Toyota Motor Philippines could not have thought of a better way to celebrate 10 straight years of the local automotive industry’s coveted Triple Crown award and drum up support for the new version of the country’s most favorite multipurpose vehicle, the Innova.

In a show of force, TMP brought nearly a thousand guests to the island of Boracay recently, packing the airlines and the five-star hotels for reasons that the country’s biggest auto company literally took to heart.

A FRIENDLY game of golf among Toyota dealer principals and TMP officers at the Fairways and Bluewater Golf and Country Club course

Almost everyone in the Toyota family as well as the media was accounted for. Even Toyota Motor Asia Pacific president Hiroji Onishi flew in to personally recognize TMP with the special marketing award for its 10th consecutive Triple Crown. Mitsui & Co. Ltd. general manager Nozomu Harada was another special visitor who recognized TMP for its efforts in achieving the same milestone Triple Crown victory.

By and large, this was the best way to appreciate the people in the core group who contribute to the immense success of an iconic global brand, from the dealers, to the TMP workforce and the media.

Bringing all of them together in one of the world’s most popular resort destinations made it more special.

MOST, if not all, of the motoring editors of various publications were around to join the celebration: (clockwise, from top left) James Deakin of C! Magazine, Jong Arcano of Inquirer, Dong Magsajo of Philippine Star, Brian Afuang of Manila Times, Arnold Belleza of BusinessWorld, Popong Andolong of Business Mirror and Pinky Colmenares of Manila Bulletin.

TMP president Michinobu Sugata, vice chairman Alfred Ty and the rest of the management team had their hands full jumping from one activity and venue to another, changing hats from a corporate hotshot, to a generous host and a smooth-swinging golfer in the mornings then an aspiring rock star at night.

MARTIN Nievera and Gary Valenciano ‘As One’ providing the music and laughter for the crowd.

This was Toyota hospitality at its finest. Who else can draw two certified Pinoy entertainment giants—Martin Nievera and Gary Valenciano—in one stage, providing the music, the fun and the laughter for a crowd in a celebratory mood.

There were fun-filled golf games at the picturesque Fairways & Bluewater Golf and Country Club course as well, the bikinis and trunks were put to good use for some strolls at the pristine coastline and a lot of time well-spent to rekindle old acquaintances.

There is more to Toyota than building and selling cars as this year-opener showed. This corporate giant cares and it sure knows how to throw a party too.