Toyota Ireland, sponsor of Paralympics Ireland and global sponsor of the Paralympic and Olympic movements, has launched its latest “Start Your Impossible” omni-channel campaign that pays tribute to its Tokyo-bound Irish Paralympic ambassadors. Through the campaign, Toyota will celebrate the truly elite and competitive spirit of Paralympic athletes in a unique and personal style. The video series, featuring Jason Smyth, Ellen Keane, Nicole Turner and Patrick Monahan, offers viewers an insight into the day in the life of an elite Paralympian, while showcasing the sacrifices and resilience it takes to make it to Tokyo 2020. The campaign will be live from August 9th and into September across TV, radio, digital and through a media partnership with Off The Ball who will bring exclusive content to Toyota’s channels live from Tokyo. Toyota has been an Official Partner of Paralympics Ireland since 2017 and is also a worldwide mobility partner to the Olympic and Paralympic Games. Toyota believes in breaking down barriers to mobility to create a more inclusive society. It is a belief perfectly exemplified by the achievements of these incredible Paralympians. Toyota has grown and evolved through the relentless pursuit and development of innovative technology with the power to improve lives, better society and create a safe and secure future for the next generation. Paralympics Ireland’s mission is to lead elite Irish athletes with a disability to Paralympic Games success. The partnership will advance both organisations’ objectives and bring Toyota’s “Built for a Better World” brand proposition to life by showcasing the positive contribution it makes to life in Ireland. Commenting ahead of the Tokyo 2020 Paralympic Games, Zoe Bradley, Head of Marketing and Communications at Toyota Ireland said, ‘We are proud to be an official partner of Paralympics Ireland and to be supporting Jason, Ellen, Nicole and Patrick on their journey to Tokyo. There’s a natural fit between Paralympics Ireland and Toyota Ireland’s brand values of being relentless, inventive, and considerate – three traits which closely parallel what Paralympics is all about. The Start Your Impossible campaign showcases the talents of some of Ireland’s finest athletes and truly embodies what the campaign is all about – commitment and ambition to realise potential. We are delighted to share this powerful campaign with our audience, to celebrate their passion and total dedication to their sport. We look forward to cheering them on from Ireland this month.’
Michael Sheridan is a senior and highly respected motoring journalist based in Ireland. He is a frequently heard voice on motoring, transport and mobility matters and has multiple credits on national television, national print media, national and local radio and other outlets. Michael Sheridan has been a Car of the Year Judge for more 20 years (& more recently a Van of the Year judge). Michael has produced and directed many international and national motoring TV programmes and documentaries both on cars and motorcycles - including four films on the iconic Route 66. Michael Sheridan is a former Chairperson of the Association of Professional Motoring Press (APMP).