Honda Launches Los Angeles Marathon and Acura L.A. Bike Tour Advertising Campaign

February 12, 2007

by
RPA

Santa Monica, Calif., Feb. 12, 2007 — On March 4, 2007, American Honda will be the presenting sponsor of the Los Angeles Marathon for the twelfth consecutive year, and Acura will be the title sponsor of the Acura L.A. Bike Tour for the eleventh consecutive year. The multimedia advertising campaign strategy developed by Honda's and Acura's long-standing agency of record, RPA, celebrates Honda's commitment to the community and highlights the unique, fun-loving culture of Los Angeles.

The Los Angeles Marathon and Acura L.A. Bike Tour continue to be renowned as worldwide events, drawing more than 20,000 runners and 15,000 cyclists from around the world. In an effort to maintain and increase awareness of the race, the campaign includes online, out-of-home, print, radio and spot TV.

"For the TV ad, ?Hearts,' we knew we wanted to emphasize the fact that the Los Angeles Marathon brings together a diverse group of runners from all over the city. Once we had a story down, we hired motion-graphics studio Bl:nd to create a water-colored, 3-D world for our story to play out in, complete with stylized marathon runners and Los Angeles landmarks," said Seth Prandini, Copywriter at RPA.

Spot TV begins Feb. 12 on KNBC, KABC, KCAL, KCBS, KCOP, KTLA and KTTV. KNBC, their digital station DTV2 and sister station KVEA will carry race coverage. Marathon traffic sponsorships are scheduled on popular AM and FM radio stations.

"This year's outdoor campaign is both fun and iconic, mixing together the marathon spirit and the distinctive characteristics of Los Angeles in amusing, light-hearted ways. We ended up creating six different billboards, each with their own humorous image," said Hobart Birmingham, Art Director at RPA.

Specifically, outdoor media includes vinyl bulletins and 30-sheet posters throughout the Los Angeles area and street pole banners peppering the city, including at the Marathon start and finish lines in Universal City and Downtown Los Angeles, respectively. Acura L.A. Bike Tour banners are at the start and finish lines at Exposition Boulevard and Figueroa Street. The campaign also includes four wrapped Los Angeles Metropolitan Transportation Authority buses as well as king-size bus panels. In addition, online tactics include search engine optimization.

Print ads will run in the March issues of Runner's World, Running Times and Bicycling, the Feb. 26 issues of Sports Illustrated and Time (local edition), March 5 issue of U.S. News & World Report (local edition) and winter edition of the League of American Bicyclists. Full-page ads will appear in the Daily Breeze and Los Angeles Times in late February and early March.

Creative Directors: David Smith, Joe Baratelli Art Director: Hobart Birmingham Copywriter: Seth Prandini Agency Producer: Sabrina Shamma Production Company: Bl:nd, Santa Monica, CA Director: Erik Buth Director of Photography: Martin Ahlgren Editor: Chris Halmo, Erik Buth, Bl:nd Music/Sound Design: Adam Schiff, Composer, Shari Christensen, Sr. Producer, Machine Head Principal Performer: Katie Semine (voice-over)

About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM, Lenox Financial Mortgage and Zatarain's. For more information, visit http://www.rpa.com.