Toyota Motor Corp., which is looking to break into the competitive U.S. market for full-size pickup trucks, Wednesday announced a two-year sponsorship deal for country music stars Brooks & Dunn.

The marketing campaign is part of an effort by Toyota to reach America's big truck buyers, the one remaining part of the U.S. market still considered fiercely loyal to the traditional Big Three.

Toyota is also sponsoring a professional fishing tour, NASCAR events and touting its contributions to the U.S. economy — all messages intended to appeal to the heartland truck drivers who might otherwise opt for a domestic brand.