With first-quarter car sales down nearly 21% over last year, Honda is gearing up to promote its Ridgeline truck entry with a marketing blitz targeting, men 25-49 years old, that spans print, broadcast, online and outdoor, including a three-page foldout ad in more than 30 national consumer magazines. In fact, it's a shame "Bowling for Dollars" isn't still on the air; they'd be swimming in Hondabux.
Honda, which hopes to sell 50,000 Ridgelines this year, at nearly $30,000 a pop, plans to target its own customers, 18 percent of whom its research shows also own pickups. The company is also planning an extensive TV campaign, with three spots that will run on ESPN, MSNBC, Fox Sports Net, Bravo, TNT and 35 other cable networks, as well as during broadcast telecasts of the NCAA men's basketball tournament, NBA playoffs and Tour de France bicycle race.
Honda marketing new Ridgeline truck primarily to its own customers [AutoWeek]
Related:
Honda Ridgeline in the Wall Street Journal [internal]