Acura is using a little-known cable channel to help launch its 2010 ZDX five-door hatchback.
Ovation TV, a 3-year old cable channel focusing on art and contemporary culture, was selected as an advertising platform to highlight the ZDX's design process.
Since the ZDX is the first vehicle developed by Acura's design studio in Torrance, Calif., the Ovation network offered to feature the story of the hatchback during a half-hour episode of the network's "Designer People" show as part of a multiplatform advertising package with Acura.
During the show, "Designer People" host Amy Devers went inside the Acura studio, where designers talked about how they created the ZDX.
The episode featuring the ZDX was broadcast twice on Feb. 1, and two more broadcasts are expected, said Susie Rossick, Acura national advertising manager.
About 40 million viewers have access to Ovation through cable providers.
Rossick wouldn't disclose Acura's investment in the promotion.
Acura worked with Ovation to host launch parties for the ZDX in Miami, Dallas, Los Angeles, San Francisco and Chicago in February and March. Ovation invited Acura MDX owners, ZDX hand-raisers and affluent consumers to the events.
Rossick said Acura's package included the ZDX episode on "Designer People"; a presenting sponsorship of the "Everything is Art" design event on Ovation; three one-minute promotions of the ZDX episode; seven launch parties; a home page takeover of the "Everything is Art" microsite; and a year-round ad schedule on Ovation.
Acura will make footage of the ZDX episode available for its dealers to use in their showrooms. The show also can be seen on youtube.com and on Acura's Facebook site.