Multifaceted Spirit of Los Angeles Shines in New Honda-Sponsored Marathon and Acura L.A. Bike Tour Campaign

February 7, 2008

by
RPA

Santa Monica, Calif., Feb. 7, 2008 — American Honda, based in Torrance, Calif. and longtime sponsor of the renowned Los Angeles Marathon and the Acura L.A. Bike Tour, launched a multimedia advertising campaign in January developed by RPA, Honda's and Acura's agency of record. The fun, city-inspired imagery for both the advertising and on-site events has an integrated look and feel and reflects Honda's mission to bring the Los Angeles communities together.

The Marathon campaign, "Run, City, Run," features four well-recognized areas of Los Angeles literally getting up and running. The campaign is illustrated by Andy Mueller, the award-winning LA-based designer behind The Quiet Life and a creative at Girl Skateboards.

Several new executions are being introduced this year:  o First event-sponsored advertising takeover, or "station domination," of the Universal City Metro Rail station, the starting line for the Marathon  o Double-sided bike tour posters positioned in 40 local bike shops  o Full-page ads in the Long Beach Telegram and the Orange County Register, as well as the Daily Breeze and the Los Angeles Times, where ads have run in previous years

"Featuring charming line drawings of downtown, Griffith Park, freeways and Santa Monica, each illustration is a unique glimpse of a neighborhood?from downtown's taco trucks to Griffith Park's zoo creatures. With headlines such as ?Run, Westside, Run,' each piece of the campaign highlights separate parts of Los Angeles that make it great and promote a day that brings it all together," said Eric Helin, copywriter at RPA. "The Acura Bike Tour gets the Mueller treatment as well, with LAX and Hollywood on wheels. A lot of wheels."

Outdoor media includes vinyl bulletins, 30-sheet posters and hundreds of street pole banners throughout 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.

Print ads will run in the March issues of Runner's World, Running Times and Bicycling and the January/February issue of the League of American Bicyclists.

Spot TV featuring the :30 spot "Hearts" begins Feb. 11 on KNBC, KCAL, KCBS, KDOC, KCOP, KTLA and KTTV. KNBC, their digital station KNBC's Digital 4.4 and sister station KVEA will carry race coverage. Marathon traffic sponsorships are scheduled on popular AM and FM radio stations.

The Los Angeles Marathon and Acura L.A. Bike Tour draw more than 25,000 runners and 15,000 cyclists from around the world.

Creative Directors: David Smith, Joe Baratelli Print Senior Art Director: Nathan Crow Copywriter: Eric Helin Illustrator: Andy Mueller Spot Art Director: Hobart Birmingham Copywriter: Seth Prandini Agency Producer: Gary Paticoff 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 a leading 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.