LOS ANGELES - American Honda Motor Co. Inc. this summer will launch its first corporate advertising campaign in the United States to pitch Honda-badged products.
While Honda is well known in the car and motorcycle realm, few people know that the company also is strong in lawn mowers, power equipment and marine engines and is entering jet engine manufacturing, said Thomas Elliott, executive vice president of American Honda's automobile operations division.
Elliott said surveys by Allison-Fisher Inc., a consulting firm based in Southfield, Mich., show corporate image campaigns have a measurable impact on consumer perceptions if the spots are executed correctly.
The advertising, mostly on cable TV but including some print ads, initially will focus on three attributes: product diversity, environmentalism and innovation.
The diversity spot, starting in June, will show the full array of Honda products, in an attempt to carry over the good feeling people have about Honda vehicles toward other products, Elliott said.
The environmental message this fall will show Honda's efforts to develop cleaner vehicles.
The launch date for Honda's product innovation spot is still to be determined. It will show the more extreme areas of Honda's research and development efforts, such as building jet engines, solar-powered cars and robots.