Automotive News: TL Ad Campaign Is Important For Acura's Ad Shop, Too
12-08-2008, 11:22 PM
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Automotive News: TL Ad Campaign Is Important For Acura's Ad Shop, Too
Alysha Webb
Automotive News
December 8, 2008 - 12:01 am ET
LOS ANGELES — Acura has a lot riding on the launch of its redesigned TL mid-sized sedan. So does the brand's advertising agency, RPA.
The suburban Los Angeles agency, which also handles U.S. advertising for the Honda brand, created a division for American Honda's Acura account. The TL campaign is the division's first work.
In this print ad, Acura touts power, with the Acura TL leaving cleat marks instead of tire tracks.
"This car is going to be the halo vehicle for Acura for the next 12 to 16 months," says Dave Weber, RPA's general manager.
"The car will play an image role as well as a sales role. We wanted to make it clear the agency was committed to creating a distinct image for Acura."
Acura is spending more to launch the 2009 TL than any previous car or truck, says Jeff Conrad, vice president of American Honda Motor Co.'s Acura division. He declined to divulge the launch budget.
"The TL is critical to us," Conrad told Automotive News. "It will necessarily get a larger budget."
About 60 percent of the TL launch budget is earmarked for broadcast and cable TV. Online advertising is getting 15 percent — a "sizable investment," Conrad says.
John Hage, RPA's creative director, says the TL campaign aims to persuade consumers that the TL is "loaded with power," but not just "chest-beating, zero-to-sixty power."
Instead, Hage says, the emphasis is on the power of the car's handling, technology and innovation.
In one print ad, a TL drives across a turflike road surface. The car leaves cleat marks rather than tire tracks. The headline reads: "Control is power."
Acura and RPA executives concede that one car and one ad campaign will not enable the brand to achieve parity in consumers' minds with such luxury competitors as Lexus, Mercedes and BMW.
Says Weber: "We're not going to change people's attitudes overnight. This is a long-term effort."
Source: http://www.autonews.com/article/2008...812080301/1018
Automotive News
December 8, 2008 - 12:01 am ET
LOS ANGELES — Acura has a lot riding on the launch of its redesigned TL mid-sized sedan. So does the brand's advertising agency, RPA.
The suburban Los Angeles agency, which also handles U.S. advertising for the Honda brand, created a division for American Honda's Acura account. The TL campaign is the division's first work.
In this print ad, Acura touts power, with the Acura TL leaving cleat marks instead of tire tracks.
"This car is going to be the halo vehicle for Acura for the next 12 to 16 months," says Dave Weber, RPA's general manager.
"The car will play an image role as well as a sales role. We wanted to make it clear the agency was committed to creating a distinct image for Acura."
Acura is spending more to launch the 2009 TL than any previous car or truck, says Jeff Conrad, vice president of American Honda Motor Co.'s Acura division. He declined to divulge the launch budget.
"The TL is critical to us," Conrad told Automotive News. "It will necessarily get a larger budget."
About 60 percent of the TL launch budget is earmarked for broadcast and cable TV. Online advertising is getting 15 percent — a "sizable investment," Conrad says.
John Hage, RPA's creative director, says the TL campaign aims to persuade consumers that the TL is "loaded with power," but not just "chest-beating, zero-to-sixty power."
Instead, Hage says, the emphasis is on the power of the car's handling, technology and innovation.
In one print ad, a TL drives across a turflike road surface. The car leaves cleat marks rather than tire tracks. The headline reads: "Control is power."
Acura and RPA executives concede that one car and one ad campaign will not enable the brand to achieve parity in consumers' minds with such luxury competitors as Lexus, Mercedes and BMW.
Says Weber: "We're not going to change people's attitudes overnight. This is a long-term effort."
Source: http://www.autonews.com/article/2008...812080301/1018
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