Campaign for All-New Acura RLX Features Innovative, Multidimensional Marketing and Kicks Off with March College Basketball Tournament
Diverse, high-profile media mix speaks to broad and targeted audiences; Largest mobile investment to date
TORRANCE, CA--March 14, 2013: An integrated, multiplatform advertising campaign supporting the debut of the all-new 2014 Acura RLX, recently launched, featuring extensive, yet targeted placements on TV and in print, digital and mobile. The robust campaign, communicating the theme, "Luxury, taken to a whole new level," is designed to heighten awareness of the Acura brand while also capturing the attention of prospective RLX owners.
"The all-new Acura RLX is one of the most innovative luxury sedans on the market, aimed at the affluent customers who form the heart of the premium luxury sedan market," said Mike Accavitti, vice president of national marketing operations. "By utilizing an integrated campaign in the context of the big annual college hoops tournament, we are able to reach a large audience and still remain highly targeted."
Throughout March and April, the dynamic media mix is composed of high-impact, mass-awareness placements in the late-round men's college basketball tournament games; sponsorship of the ESPN Tournament Challenge, which includes TV, display, mobile, video, social and brand ownership of the brackets; and video sponsorship of the college basketball tournament on demand. Tapping in to the target's passion for golf, there will also be a strong presence in the Masters Tournament, the U.S. Open and other upcoming tours on CBS.
While speaking to a broad audience is critical to generate awareness for Acura's new luxury sedan, this campaign also is focused on capturing the attention of the RLX core target. That means delivering the message where this discerning target consumes media: The media pie is nearly equally divided among TV, print and digital, to take advantage of the targets' media-consumption habits.
Beginning in April and continuing throughout the summer, highly focused and frequent media will sustain RLX awareness by leveraging cable networks such as Bloomberg and CNBC; print that includes Forbes, Travel+Leisure and Wired; impactful New York Times and Wall Street Journal units; and home-page takeovers on news, sports and financial sites; and mobile and video networks. This campaign marks Acura's most significant marketing investment in mobile to date. Extensive use of data layering of digital and mobile network buys will ensure reach to RLX prospects. Notably, Acura will continue to leverage Apple's mobile iAd units, following a very successful campaign for the recently-launched Acura RDX.
RLX campaign creative is positioned to build prestige by highlighting, signature technologies such as Precision All-Wheel Steer (P-AWS), Jewel Eye LED headlights and the next generation of the AcuraLink connected car system, as well as luxury-class interior room and comfort. A new TV spot, "Luxury, Luxury," multiple print spreads and pages, and video units and digital banners will amplify RLX prestige messaging.
On sale tomorrow, the 2014 Acura RLX is Acura's all-new luxury flagship sedan. Powered by a new 310-horsepower direct-injected V-6 engine, the RLX represents Acura's advancement toward a higher level of luxury, comfort and quietness while still maintaining the brand's leading dynamic performance.