Starting this week, Toyota will launch the biggest -- and the most expensive -- marketing campaign in its history. The company plans to make the Camry campaitgn hard to escape with $160 million in advertising to promote the new 2002 version of the Camry sedan. The goal over the next 60 days is to hit 90 percent of all Americans more than eight times with the message heralding the coming of the latest version of the Camry. To accomplish this, Toyota has enlisted the Microsoft Network, AOL Time Warner and Conde Nast Publications as partners enabling it to transmit the Camry message over almost every means of communication from print, broadcast, the Internet and even CD-ROMs. "It's our core model. It represents the number one passenger car in the United States. If you stand still you can't continue to lead," said Steve Sturm, Toyota vice president of marketing. Indeed, the competition to overtake the Camry will become even more intense with the introduction of a redesigned and more powerful Nissan Altima this year and a new version of Honda's popular Accord during the fall of 2002. The Camry's average owner is at least 50 years old, according to Toyota. The company wants to hang onto those reliable buyers while "conquering" buyers at least 10 to 15 years younger. To convey a younger, hipper image, Toyota is using snappier advertising themes such as "You Want It," and "Making Tracks." The company is also sponsoring this year's MTV Music Video Awards and VH-1 My Music Awards television broadcasts, along with a special music issue of Time magazine and a tribute to Beatle John Lennon on the cable network TNT.