Time Out has launched a new partnership with Toyota to raise awareness of the all-new Toyota C-HR.

The bespoke campaign, created and delivered by Time Out’s Creative Solutions team alongside Spark Foundry, features inspiration-driving branded content across Time Out’s digital platforms. Generating awareness of the C-HR Diamond Collection that Toyota Australia is producing in partnership with Australian jewellery designer Millie Savage, made from parts of the vehicle.

Throughout the content, Time Out will highlight Toyota’s partnership with Millie Savage, intertwining the innovation of the C-HR and showcasing how it is progressive and lives on the edges of what's expected.

The campaign kicked off with a high-impact launch moment: a Time Out Melbourne digital cover featuring Millie Savage wearing the Shine On collection and the Toyota C-HR car. Time Out Melbourne has also profiled Millie and the Shine On jewellery collection, capitalising on the edgy, cool feel of the collection to educate readers on how the C-HR was used to create these lab-grown diamond pieces. A series of social videos seamlessly featuring the C-HR and Millie Savage, captured at the cover shoot, will complement the digital cover and feature to bring the partnership to life.

Kaylie Smith, Managing Director Time Out Media APAC said:

“This is the first time that a brand has sponsored one of our digital covers, and we are thrilled it is such an iconic partnership between Time Out Australia, Toyota and Millie Savage. Toyota partnered with us to challenge outdated perceptions of Toyota, drive desirability of the all-new C-HR and inspire Time Out readers across Australia to view Toyota from a new perspective.

“Now that Time Out has a presence across the whole of Australia – as well as maintaining our deep connection in Sydney and Melbourne since 2007 – we are in a better position than ever to partner with national advertising clients and engage an even wider audience with bespoke campaigns.”

Time Out has launched a new partnership with Toyota