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Strategy- Create energy, excitement, and optimism at a time when gasoline prices were hovering near $4 per gallon.
- Use Honda’s fabled fuel economy, combined with excellent prices, as the selling point.
Tactics- Creative a “package” that spoke in a positive manner, using colors and images appropriate the advent of spring/summer.
- Radio and print and Internet all aimed at Honda’s “green” elements (both environmental and economical).
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