Nature, Freedom, and a 4Runner: Lauren Paulet Miller Wins Toyota’s Landmark Landia Contest
Western Maryland — Out of more than 25,000 hopefuls across the country, one voice rose above the rest — a voice grounded in the wild and driven by a mission to make the outdoors more inclusive. Toyota has officially named Lauren Paulet Miller the winner of its inaugural 4Runner Landia contest, awarding her not only a brand-new 2025 Toyota 4Runner but also a parcel of land to call her own.
For Miller, a lifelong outdoor enthusiast raised in Miami and now living in Western Maryland, the win is more than a prize — it’s the start of something bigger.
“I couldn’t believe it when I saw the ad on Instagram,” Miller recalled. “It was like the contest was made for me. The chance to own land and have a vehicle built to take me there — it’s a dream come true.”
Launched in April and running through late May, the 4Runner Landia campaign was more than a sweepstakes. It was a national call to adventure, asking entrants a simple question: What would be your first adventure with the new 4Runner?The contest captured imaginations across the country, but Toyota’s judges were moved by Miller’s passion for access, equity, and outdoor education.
A Vehicle, A Vision
Miller plans to use her land to create a welcoming outdoor space — a hub for learning, healing, and connecting with nature. She envisions a place where people of color and underserved communities can safely explore the outdoors, many for the first time.
“Too often, people from my background grow up feeling like nature isn’t for them. I want to change that,” said Miller. “This is about opening doors — or trails — for others.”
Cynthia Barreras, Marketing Planner at Toyota, said Miller embodies the very essence of the 4Runner spirit.
“She’s the real deal,” Barreras said. “This wasn’t just a giveaway — it was about planting a flag. The 4Runner has always stood for freedom, capability, and pushing beyond the pavement. Lauren brings that to life.”
Trailblazing a New Kind of Campaign
The 4Runner Landia contest was developed by Conill, Toyota’s multicultural marketing partner. It aimed to connect with Hispanic and Latino communities through a deep cultural lens, tapping into the idea that land is more than property — it’s legacy, freedom, and identity.
“Land is sacred to many communities. Pairing that with a 4Runner made sense. It’s about where you go and what you build when you get there,” said a spokesperson from Conill.
Miller’s win represents the future Toyota wants to fuel — one that’s rugged, real, and inclusive. She’s now scouting for the perfect stretch of land, somewhere remote enough for starlit skies, yet close enough to welcome guests seeking their own connection to nature.
“I’m excited to see where these tires take me,” said Miller, beaming beside her new 4Runner. “And more importantly, who I get to take along for the ride.”
