West Riding Toyota is continuing its innovative publicity drive with its first dealership 'gorilla' marketing campaign.
Marketing manager Danny Holden plans to walk the streets near the Bradford showroom in a gorilla suit wearing a sandwich board proclaiming "The event is near."
It comes a few months after the business ran a 'hug a technician' charity fundraising campaign which gained it valuable local publicity. More than 100 customers took part.
The gorilla idea is being backed up by advertising to promote a three-day event, starting today, which will see used car prices reduced and two years' free servicing offered.
Holden said: "We're proud of our innovative approach to marketing."