“We feel very honoured that the luxury Lexus GS will be touring the Island as part of the test drive for Toyota and Le Guide de l’auto,” noted Honourable Philip Brown, Minister of Tourism. “It seems the perfect fit to have our majestic coastline, beautiful sea-side drives and gentle landscapes promoted alongside a vehicle that uses the latest technology to protect just such environments. I’m sure Mr. Bouchard is going to have a great time touring the Island, especially considering the exquisite vehicle he’ll be driving.”

The Montreal office of the province’s advertising agency developed this promotion as well as a second Toyota/PEI promotion at a Quebec City radio station which saw a winning family test drive a Camry hybrid to Prince Edward Island earlier this month.

Mr. Bouchard will promote Toyota’s commitment to offer the hybrid technology in all of its vehicles in the next few years while, at the same time, Bouchard’s program will present the Island’s breathtaking landscapes and concern for the environment. He has been a tester for Le Guide de l’auto on local Quebec radio stations, and the publication is the oldest car guide in Quebec. The car guide sells more than 110,000 copies every year, making it the most popular car guide in the province. Beyond the print copy, the TV spin-off is aired every week in the fall and winter with more than 400,000 viewers who will not only get to see the Lexus GS, but also many alluring shots of Prince Edward Island. Several other media outlets in Quebec plan to cover the project as well.

The show is expected to air in early September and the magazine article will appear in the fall issue of 2006.

BACKGROUNDER

Le Guide de l’auto:

The oldest car guide in Quebec, Le Guide de l’auto is celebrating its 41st anniversary this year. This annual publication sells more than 110,000 copies every year, making it the most popular car guide in Canada.

Le Guide de l’auto TV:

This spin-off from the guide is aired every week in the fall and winter on Canal Vox. Co-hosted by automotive journalists Denis Duquet and Marc Bouchard, more than 400,000 viewers in Quebec tune in to check out the road tests, new technologies, latest automotive news, etc.

Marc Bouchard:

This experienced car reporter is a journalist by training. He has been a tester for Le Guide de l’auto for a number of years. He also coordinates the television show and tests cars for reports aired on local radio stations in Quebec.

Toyota Lexus:

The Toyota group is currently the world’s second largest car manufacturer. Lexus is this Japanese company’s luxury division. A leader in environment and tourism, Toyota was the first manufacturer to intensively promote hybrid technology, and it intends to offer this technology in all its vehicles in the next few years. With regard to tourism, Toyota is the main partner in the annual “Get Going Canada” program.

The project:

Using the resources in Prince Edward Island, test drive the Lexus GS with Hybrid Synergy Drive. The province’s breathtaking landscapes and concern for the environment are important assets that will be promoted in the report. As a matter of fact, it was PEI’s concern for the environment that dictated the choice of vehicle for the test drive and convinced Lexus to get on board. This is the first time that Le Guide de l’auto will go to PEI to do this kind of test drive.

Interview opportunity:

Mr. Bouchard will be based at the newly renovated Stanhope Beach Resort, and will tour key areas of the province in his hybrid Lexus ending at the Inns at Great George. Mr. Bouchard, along with the Lexus, will be at Peakes Wharf, 10:30 a.m. Monday, July 10 for interviews. If interested, please contact Sherry MacDougall, Tourism PEI.