Toyota Canada is celebrating its 60th anniversary with a cross-country road trip.

The Kanreki Tour will visit each Canadian province, highlighting key locations and stories from the company’s six decades in the country. The automaker plans to display 20 distinct models of the brand throughout the 9,000-kilometer tour, which began on Monday in Newfoundland and Nova Scotia and will end Aug. 30 in Alberta and British Columbia.

Toyota director of corporate and external affairs in Canada Scott Mackenzie tells strategy that the tour’s goal is to emphasize the brand’s range of vehicles for Canadian drivers. He says the tour will include different models of Toyota’s coupes, sedans, hatchbacks, crossovers, SUVs, minivans and pickup trucks, all currently sold in Canada, and many of them electrified.

In addition to promoting its models, Toyota’s tour is also designed recognize all the people who have contributed to the company’s success in the country, Mackenzie says, including team members, suppliers and partners, and millions of drivers.

Toyota will share content from the tour on its dedicated media website and social media channels. It will also create anniversary-specific marketing materials, such as a logo, an event brochure and a timeline of the brand’s history in Canada. The organization of the tour is a combination of in-house and Royal Automotive Agency work.