Toyota returns as Gold sponsor for Pendoring

According to Toyota's senior manager: marketing communication and advertising, Pieter Klerck, the company's support for the awards is based on its need to talk directly to a younger target market, including the creative and free-spirited out-the-box thinkers attending the Awards each year and the consumers they influence.

"When it was established 19 years ago, Pendoring acknowledged that Afrikaans was part of South Africa's tradition and identity. Founded on the rationale that the Afrikaans-speaking segment of the population was extremely brand loyal with a relatively large disposable income and that consumers tend to open their hearts, minds and wallets more readily when they are addressed in their mother tongue, it aimed to encourage marketers to promote products and services in Afrikaans.

"The company had historically spoken to this market using smart and creative advertising in Afrikaans and welcomed the opportunity to highlight its support for the language by partnering with the awards over the years.

"Today, in 2013, the company welcomes that the awards have evolved to promote creativity and a renewed interest in other indigenous languages. The addition of the Truly South African categories and the introduction of the Umpetha Award, which rewards the best overall entry in these categories, are progressive steps and resonate with both the creators of mother-tongue advertising and its consumers.

"Continuing to align the marque with the awards gives it the ideal opportunity to position itself and its vehicles as equals to South Africans who take pride in their culture, their language and their heritage," he concluded.