Account Manager

Samantha Ganz

Research Director
Josh Hilgendorf

Creative Director
Michael Hoffman

Copy Editor
Jaclyn Hauser

Media Director
Michele Essma

Public Relations Director

Emily Mawer
TABLE OF
CONTENTS

Situation Analysis 1

Campaign Strategy 15

Evolution Overview 25

Creative and Media 53

Public Relations 69
 SITUATION
ANALYSIS
History While the Honda Motor Company was founded in 1948, the idea for the brand began much earlier.
Founder Soinchiro Honda was enamored with cars and other motor vehicles for most of his life. The Honda
Technical Research Institute was created in 1946 and became the Honda Motor Company in 1948.

Honda exclusively sold motorcycles through the 1950’s. The first cars were exported to the United States
in 1973. The economical Civic became successful due in part to the energy crisis of the 70’s. Based on
this success, Honda began manufacturing cars in the U.S. in 1982.

In 2002, the Civic Hybrid became Honda’s first mass-produced automobile to apply gasoline-electric
power train technology.

Trends The U.S. car market has seen declines in revenue since 2003. A high global demand for steel and plastics
has driven up the prices for these materials in automotive manufacturing. There is currently an overcapacity
in the domestic automobile market, causing many manufacturers to close factories to decrease costs.

In 2009, hybrids outperformed the market as a whole. Hybrid sales stem from incentive programs such as
Cash for Clunkers and rising gas prices. Although an uneven inventory has been a problem, hybrid sales
are on the rise. January 2010 saw an 11 increase in hybrid sales over January 2009 with the Toyota Prius
representing about half of all purchases.

Consumer Analysis I Hybrid Car Buyers

Typical hybrid buyers tend to have higher household incomes and higher levels of education than your
average automobile purchaser. The average hybrid buyer is 54-years-old compared to 50-years-old for the
average automobile buyer. Owners are prouder of their vehicle than the typical car owner and tend to be
creative individuals. Hybrid owners as a whole care more about the environment and recycle at higher rates
than the general population.
Consumer Analysis I Hybrid Car Buyers

Hybrid sales are concentrated in six spot markets. Portland, Ore., Los Angeles, San Francisco, Seattle, Char-
lottesville, Va., and Washington D.C. greatly outperform the United States average in hybrid sales per 1,000
households. For example, in 2009, 8.8 new hybrids were purchased in Portland per 1,000 households com-
pared to only 1.8 purchased based on the U.S. metropolitan area average.
Top Hybrid Metropolitan Areas
Portland

Metropolitan Area
LA
Charlottesville
DC 2007
Seattle
2008
San Francisco
2009
US Average

0 5 10 15
New Hybrids per 1000 Households
Consumer Analysis I Foreign Compact Car Buyers

Demographics According to Simmons data, foreign compact automobile purchasers are typically college graduates be-
tween the ages of 18 and 34. Many have spent at least some time in graduate school. They are predomi-
nantly Caucasian or Asian and make between $75,000 and $99,000 annually. They tend to work in the
real estate, technical or education industry.
Geographics Foreign compact owners generally live in the northeast or west. They tend to live in cities such as Boston,
San Francisco, Miami and Washington DC.
Psychographics Foreign compact purchasers consider their diets to be very healthy and are willing to pay anything if it
concerns health. These purchasers said they would put their families ahead of their career. They are con-
cerned with those around them and spend a lot of time doing activities to benefit their community. Foreign
compact owners like to do unconventional things. They consider themselves interested in the arts and
other cultures. Finally, it is important to them to stand out in a crowd.

2
 SITUATION
ANALYSIS
Consumer Analysis I What Honda Civic Hybrid Owners say about their vehicle

“The Civic hybrid is not the Civic of my youth. Back then, I considered the Civic a cheap import. Now, it’s a
model for the American car industry to emulate.”

“I love the car. It’s comfortable, quiet, and quite peppy.”

“Love the look, driving feel, and interior of this vehicle. I haven’t purchased a new vehicle in 12 years. I am glad
I bought this one because of looks, low emissions and just being able to give less money to the price gouging
oil companies.”

“I don’t think there is much of a contest of fit and finish between the Honda and Toyota. Both are very nice but
the Honda is miles ahead on interior quality. Also, the paint is beautiful. The Prius is certainly nice, but if I chose
a car to live in it would certainly be the Honda.”
Competitive Analysis

Honda Civic Hybrid Toyota Prius Ford Fusion Hybrid

Strengths
- Second highest fuel efficiency among
hybrids
- Sporty look that does not scream hybrid
- Reliability that comes with Honda products
- Higher end interior
Weaknesses
- Smaller engine holds back performance
- Less cargo space because back
seats do not fold
Strengths
- 98% Satisfaction
- Best selling hybrid in U.S.
- Highest fuel economy of all U.S. vehicles
- Unique aerodynamic Design
Weaknesses
- Bland exterior design
- Mediocre acceleration and top speed
Strengths
- Superior fuel efficiency in city
- Smooth transitions from gas to electric
- Top safety pick by the insurance institute
of Highway Safety
Weaknesses
- Poor cargo storage
- Overly sensitive steering
- Cluttered dashboard
- Less horsepower than other hybrids

Hyundai Sonata Hybrid Mercury Milan Hybrid Toyota Camry Hybrid

Strengths Strengths Strengths
- Spacious interior - Same gas mileage as smaller hybrids - Smooth Handling
- Low price and long warrenty - More stylish body style than - Faster acceleration than the gas
- 5 Star safety rating comparable vehicles powered Camry
Weaknesses - More luxurious interior design Weaknesses
- Simple and boring exterior design Weaknesses - Simple design
- Mediocre acceleration and top speed - More expensive than similar hybrids - Lower fuel efficiency than other
- Stiff suspension provides bumpy ride hybrids
- Short all-electric drive time - Poor trunk space

4
 SITUATION
ANALYSIS
Brand Analysis
Image Honda is known for producing reliable, safe automobiles with a sleek, sporty look. An important aspect of
Honda vehicles is their ability to maintain their value.

The Honda Civic Hybrid has a polished and futuristic exterior. It can be upgraded to include a built-in
navigation system, heated leather seats and XM radio. It achieves 40 mpg in the city and 45 mpg on the
highway and retails for $23,900 to $27,125.

Rankings Consumer Reports ranked Honda as a leading car manufacturer for the past four years. Their annual brand
perception survey ranked Honda as the second strongest automobile brand in the United States. This
survey determines how consumers perceive each brand in seven categories: Safety, quality, value, per-
formance, design/style, technology/innovation, and whether the car is environmentally friendly/green. U.S.
News placed the Civic Hybrid as the fourth ranked (out of 29) compact sedan in the United States. These
rankings are based on an analysis of all published auto ratings, reviews and test drives. It has received top
safety rankings from the National Highway Traffic Safety Administration and the Insurance Institute for High-
way Safety. These organizations conduct both frontal and side crash testing. NHTSA also has a rollover
test, while the IIHS assesses seat and head restraints in rear crashes and bumpers in low-speed crashes.

Media Analysis
Overview Honda and other foreign compact drivers are extremely involved with the media and use the Internet and
magazines the most frequently.

Internet Foreign compact owners use the Internet for shopping, reading magazines, newspapers and travel.
Television Honda and other foreign compact drivers watch TV more frequently in the early morning and late-night time
slots. They are unlikely to watch cable TV channels and when they do, they only watch a select few. They
tend to watch comedy channels such as Adult Swim and Comedy Central and music channels such as
MTV and VH1.

In terms of actual TV shows watched they turn to five broad categories: Medical, Mystery/Suspense, Com-
edy, Animated Comedy and Reality. In the Medical category they watch shows such as Grey’s Anatomy
and House. Criminal Minds and Numbers are the shows they turn to in the Mystery/Suspense category.
How I Met Your Mother and The Office fall into the Comedy category, while Family Guy and The Simpsons
fall into Animated Comedy. Reality TV shows watched by foreign compact drivers include Extreme Make-
over: Home Edition and So You Think You Can Dance?

Print Media Data gathered through Simmons demonstrates that foreign compact owners read several types of maga-
zines on a consistent basis. They read seven broad categories of magazines: Travel/Airline, Family/Starting
Family, Sports/Fitness, Business, Fashion, Entertainment and Home. In the Travel/Airline category, maga-
zines such as Travel and Leisure and US Airways are read by a large number of people. Family Fun and
Parenting are examples of the magazines that fall into the Family/Starting Family category. In the Sports/
Fitness category foreign compact owners are reading Sports Illustrated and Fitness. In the Business cat-
egory, magazines such as Consumer Reports and Newsweek are read. This group reads Allure and Vogue
in the Fashion category and Cosmopolitan and Us Weekly in the Entertainment category. Martha Stewart
Living and Bon Appetit are among the magazines read in the Home category.

Foreign compact drivers are likely to read national newspapers, specifically The New York Times and The
Wall Street Journal.

6
 SITUATION
ANALYSIS
Media Analysis I Current and Past Media Efforts

Honda is ranked third among Japanese auto manufacturers and has branded and positioned itself as af-
fordable and reliable. In order to keep this position in the market, Honda has long dedicated itself to ad-
vertising the brand in various types of media. According to Advertising Age, Honda spent $2.2 billion on
advertising in 2008.

Over the years, Honda and its longtime advertising agency, RPA (Rubin, Postaer and Associates), have de-
signed campaigns with an underlying message for its various products rather than single advertisements.
Those campaigns have focused on advertising Honda in numerous types of media including broadcast,
print and interactive.

Lately, the focus of Honda’s advertising effort seems to be on interactive marketing and partnering. For
example, in January 2009, Honda launched its “Dream the Impossible” documentary series which featured
three, seven-minute webisodes. The goal was to keep Honda on the minds of consumers everywhere by
reminding people what the brand stood for.

Honda placed ads on several websites such as ABC.com, CNN.com and wired.com in order to drive
people to the webisodes. Honda debuted one of the webisodes at the 2009 Sundance Film Festival.
Barbara Ponce, manager for corporate advertising at American Honda Motor said, “The webisodes cost
70 percent of the cost to produce a regular 30-second TV spot. That would mean a sum in the recession-
friendly range of $200,000 to $300,000.”

“Living with Robots” marked the sixth webisode of the campaign. Advertisements to promote the webisode
appeared on ESPN’s “30 for 30” film series and as a co-promoter of TNT’s “limited-commercial-interrup-
tion-movies.” Honda and RPA continued to use ABC.com and hulu.com as a place to run the full webi-
sodes.

Recently, Honda has increasingly relied on online marketing to keep people interested in Honda. In addi-
tion to an increased Facebook presence, Honda partnered with rapper Mickey Factz for their “Rhymes and
Reasons” campaign for the Accord. Factz raps on 30-second TV spots that direct consumers to a “brand-
ed microsite” featuring webisodes and blog updates.
Creative Analysis
Overview Honda has effectively employed a host of marketing strategies to separate itself from the competition and
create its own niche in the automobile market. While never being used to directly sell products, Honda’s
slogan, “The Power of Dreams,” perfectly conveys the brand’s overarching beliefs.

Online Honda’s interest in online messaging began with “The Cog” advertisement in 2003. This was a web-video
Advertising showing a chain of Honda Accord car parts working together in harmony. Recently, they have pushed
online efforts toward the Honda Civic. The “Grooves” commercial featured a Honda Civic project crew
creating a song using the rumble tracks on a road. Consumers were enticed to a microsite allowing them
to build their own musical roads online. Their objective was to create an experience that “embodies the
connection drivers feel with the road.”

“The Cog”

8
 SITUATION
ANALYSIS
Creative Analysis
Television Honda Civic Hybrid TV spots are based around the tagline “reverse your thinking.” They depict the Civic
Advertising Hybrid driver as a friendly, caring and self-aware individual. One of the Civic Hybrid’s most popular television
ads, titled “Nice to Everyone” (2006) features a young, attractive couple driving through a lush forest. They
envision psychedelic illustrations of natural beauty.

Another ad, titled “Trashed” introduces two characters, one, a loud, ignorant litterer, and the other an at-
tractive, environmentally aware young man. The commercial follows their relationship, as the young man
continually picks up the other’s trash. The likable character eventually builds a tree made of the trash and
puts it on the other’s car with a note reading, “You dropped this.” The commercial once again concludes
with the tagline “reverse your thinking.”

“Nice to Everyone” “Trashed”

Creative Analysis I Competitor’s Creative Messages
Toyota Prius The Toyota Prius commercial titled “Harmony” couples colorful imagery with a modern remake of the song
“Let Your Love Flow.” The ad embodies human connection with the environment and how the Prius fits into
that mold. The tagline in the ad is “harmony between man, nature and machine.” The ad addresses im-
provements to previous Prius models including more space, more horsepower and fewer carbon emissions.
In the wake of their 2010 recalls, Toyota has made an effort to reestablish their commitment to safety and
performance through their advertising.

Ford Fusion The Ford Fusion relies on fuel efficiency statistics. They attempt to enter into the hybrid market by showing
facts and figures about how they are realistic competitors among other hybrids. As a mid-sized car, they
are in a separate sub-category of hybrids. Their ads focus more on technical advances such as GPS and
music playing abilities than environmental factors.

10
 SITUATION
ANALYSIS
Public Relations Analysis
Public Opinion Overall, public opinion polls suggest that 90 percent of Americans think it is probably or definitely time to
start thinking in terms of a new industrial evolution characterized by phasing in clean, renewable sources
of energy. Polls also show that a majority of Americans consider higher gas mileage to be one of the top
reasons to buy a hybrid car. The Honda brand itself is extremely recognizable, with 98 percent recognition
in the U.S. Almost 70 percent of the country has a favorable opinion of Honda.

With the recent Toyota recalls, Honda is facing a major public opinion opportunity. Fox News reports that
25 percent of customers migrating from Toyota are going to Honda. However, due to a problem with the
driver’s side airbag deflator, Honda is dealing with its own recall of almost one million cars since 2008. Ac-
cording to the Associated Press, “Honda Motor Co. is adding 437,000 vehicles to its 15-month-old global
recall for faulty airbags in the latest quality problem to hit a Japanese Automaker.” With the recall, Honda
risks being put in the same category as Toyota for unreliability. Although, with sales in February of 2010 ris-
ing 13 percent, it appears that Honda’s positive image is still intact.

Online forums suggest that one of the public’s major concerns with the Honda Civic Hybrid is its lack of fuel
efficiency in stop and go traffic in urban areas.

Past Public Honda’s vision is to become a company society values. Honda’s past PR efforts have often concerned
Relations Efforts safety. In 2008, Honda held an event in New York to demonstrate an advanced vehicle-to-vehicle commu-
nications system to help avoid collisions. Honda is also involved in a diverse group of philanthropy efforts
including “The Power of Dreams Music Education Fund” to support musical education at the Detroit School
of Arts. Honda foundations, the American Honda Foundation and Honda of America Manufacturing Foun-
dation, provide grants to organizations with unique methods to educate and develop youth in underserved
communities.
Stakeholders
Honda Owners tend to be loyal to the brand. In fact, recently Polk recognized Honda as the company with the highest
customer loyalty in the automotive market. Automotive websites, such as soultek.com, offer Honda Civic
Hybrid owners a chance to discuss their experiences with the Honda brand.

Honda Dealers are essential to the success of the Honda Civic Hybrid. Sales incentives provided by Honda can encour-
age dealers to highlight the advantages of a Honda Civic Hybrid to customers.

Honda Employs more than 200,000 people. In February, Honda sales rose 13 percent. Honda employees will look to the
success of the campaign to further increase sales and create job security.

Honda Investors will have increased confidence if the campaign increases sales. Honda is a publicly traded company. While
sales are growing, the economic downturn is still affecting Honda.

Policy Makers have been increasingly involved to make sure that Americans are driving safe vehicles due to the recent
Toyota and Honda recalls. The National Highway Traffic Safety Administration will step in to protect the
public when necessary, so Honda needs to assure the public and the government that Honda vehicles are
safe and reliable.

12
 SITUATION
ANALYSIS
Strengths Weaknesses
• High safety ratings • Civic drivers are not typical hybrid consumers
• Exterior design does not scream “hybrid” • Low performance ratings
• Recognizable brand • Limited cargo space
• Increased fuel-efficiency of established model • Not cost effective until 100,000 miles logged
• High resale value • Minimal marketing efforts

• Toyota Recall • Increasing skepticism of Japanese Automakers

• High cost of gas • Environmental concerns over battery disposal
• Growing concern for environment • State of economy
• Opening hybrid market for younger demographic • Introduction of completely electric car
• Publicize established charitable efforts • Possible discontinuation of model

Opportunities Threats
 CAMPAIGN
STRATEGY
Communication Honda is extremely well known and respected in the United States for their affordable and reliable vehicles.
Objectives Their marketing efforts have generated high levels of brand loyalty for Honda overall, yet have not created
enough hype about any specific model. Annex Communications will focus marketing efforts for the Honda
Civic Hybrid on individuals already interested in buying hybrids.

We plan to increase Civic Hybrid sales from a hybrid market share of 1.9 percent to 4 percent. Hybrid
vehicles consistently outperform gas-powered vehicles in the overall market, revealing a strong demand for
this technology. In December 2008, the Honda Civic Hybrid accounted for 5.9 percent of hybrid market
sales. The significant decline over the next year can be attributed to the introduction of the second genera-
tion Honda Insight. In December 2009, the Insight captured 6.5 percent of US hybrid sales, outperforming
the Civic Hybrid by over 300 percent. Given the existing, but inconsistent, demand for Honda hybrids, a
marketing effort specifically concentrated on the Civic Hybrid will increase its market share. Furthermore,
Toyota’s recent recall provides an opportunity to capture a greater portion of hybrid-car sales. The Toyota
Prius dominates the hybrid market, but the recent recall on thousands of vehicles created hesitation about
blindly choosing their brand. FoxNews reports 25 percent of customers migrating from Toyota are going to
Honda. We plan to attract these consumers to notice and choose the Honda Civic Hybrid. Beyond auto-
mobile sales, we intend to increase awareness and brand recognition through increased media presence
and promotional events.
Target Market I Balanced Young Professionals

Our primary target audience focuses on educated, healthy and driven individuals between the ages of 24-
35. These individuals are family oriented, love music and genuinely care about others. Our efforts will target
men and women equally because research shows foreign compact car buyers are split almost evenly. Our
campaign will not specifically target single, married or committed individuals but will instead encompass all
of them because each demographic is included in our target market. The typical foreign-compact auto-
mobile purchasers are college graduates between 18-34. We chose to focus on the older portion of this
group because the Honda Civic Hybrid is more expensive than a typical first car and is seen as an invest-
ment for whatever the future holds. This description fits our age group because these individuals have
graduated college, received or are working towards graduate degrees, recently established themselves in
their career and are looking for an affordable, quality vehicle.

Twenty-eight year old Nicole moved to Seattle after get-

ting her masters in architecture. She currently works for
a firm specializing in “Green” construction. She frequently
visits her family’s home in the suburbs about 30 minutes
outside the city because her mom makes a delicious
eggplant parmesan. She is currently single, however
enjoys the dating scene and sees the prospect of mar-
riage and a stable family in her near future. She cherishes
time spent with her family, weekly jogs and her golden
retriever, Chester.

16
 CAMPAIGN
STRATEGY
Target Market I Honda Loyalists

An important aspect of Honda is the enormous brand loyalty it cultivates, more so than that of any other
brand. Our secondary target audience is made up of families that own at least one Honda. Our targeting
efforts will focus specifically on highly educated individuals ages 44-55, with a household income between
$150,000-$250,000. These individuals have children between the ages of 16-28 and make an effort to
stay connected to their loved ones. Research shows they are more likely to buy a Honda because they
already own one, so our efforts will focus on making their next Honda the Honda Civic Hybrid and ensuring
their brand loyalty is passed along to their children and relatives.

The Hubbard family consists of Robert, Mariam and their children, Stephen and Rebecca. They live in San
Francisco although Rebecca, age 26, is a 2nd grade teacher in Northern California. Stephen is finishing
up his fourth year at UCLA studying business, specializing in the music industry. Marian, age 50, shops at
Whole Foods and makes it a point to get the whole
family together at least once a month for dinner.
Robert, age 56, is a professional photographer work-
ing for major newspapers in the LA area. Although he
travels back and forth a great deal, he understands
the importance of home and family. All of the Hubbard
family vehicles have been Hondas.
Competitive The Honda Civic Hybrid stands out in the hybrid market because of its sporty, futuristic exterior. It has an
Advantages angular, long front windshield and stylish 15-inch rims. The interior of this automobile is luxurious and func-
tional. The standard model comes with a USB Audio Interface for playing iPod and MP3 players, power
doors and windows, cruise control and a resourceful average fuel consumption indicator. Upgraded mod-
els include features such as a navigation with voice recognition, Bluetooth connectivity for cell phones and
leather interior.

This hybrid typically achieves 40 mpg in the city and 45 mpg on the highway; a fuel efficiency that is only
beat by the Toyota Prius. This vehicle starts at $23,800, and though this price is slighter higher than the
Prius, customers say the final price of the Civic Hybrid is often lower than that of the Prius after upgrades.

18
 CAMPAIGN
STRATEGY
Competitive Advantages I Product Differentiation

Important features that distinguish the Civic Hybrid from others in its class are its design, high resale value
and safety rankings. The Civic Hybrid has top safety features including advanced airbag systems, anti-
lock brakes and vehicle stability assist. It was named 2010 Top Safety Pick by the Insurance Institute for
Highway Safety for being one of the best vehicles to protect people in rollover crashes. The federal gov-
ernment’s Safe Car program awarded the Honda Civic Hybrid the highest ranking, five stars, for collision
protection. Research shows that the top three most important factors in consumer’s choice of vehicles are
reliability of brand, safety and price of vehicle. This vehicle stands apart from its competitors in each one.
Competitive Advantages I Brand Positioning

Honda’s current brand positioning is an established manufacturer of reliable and affordable automobiles. As
of February 2010, Honda accounts for 13 percent of automobile sales in the United States. They have an
extremely high rate of brand recognition in the US at 98 percent. The Civic is not associated with the hybrid
market, instead it is considered a first car for individuals in high school or recent college graduates.

Our objective is to create an integrated marketing campaign that will separate the Civic Hybrid from its
gas-powered counterpart and target hybrid buyers. We will build off of Honda’s current reputation using a
fresh, attention grabbing message. The Honda Civic Hybrid will be thought of as a safe, comfortable and
familiar vehicle that meets all of its drivers’ needs. Our primary target market leads a hectic lifestyle. In the
midst of all the chaos they cannot control, the Honda Civic Hybrid will be shown as the “constant” they can
rely on to add a peaceful, comforting element to their lives. The image we will own is the car that helps one
“breathe easy.” The Toyota recall provides an opportunity for the Honda Civic Hybrid to catch the eye of
hybrid-consumers that are now looking into alternatives for the Toyota Prius. We’ll show them that the Hon-
da Civic Hybrid is not only worth noticing, but buying as well.

Competitive Advantages I Brand Personality

The current brand personality speaks to young people transitioning into adulthood, especially the “conscien-
tious commuter.” The Honda Civic Hybrid is depicted as practical, environmental and futuristic. Honda has
yet to establish a strong, consistent brand personality for the Civic Hybrid.

The desired personality that will be established through this campaign will portray the Honda Civic Hybrid as
a reliable vehicle choice that not only benefits the purchaser, but helps everyone else through its fuel ef-
ficiency and low carbon emissions. This provides drivers a sense of comfort because they are taking steps
to improve the environment for those around them. The Civic Hybrid will be known as a car that takes the
stress out of life because it can be counted on to perform well each day, keep passengers safe and hold
its value for at least the next decade.

20
 CAMPAIGN
STRATEGY
Marketing Strategy I Seasonality

Our campaign evolves through five distinct phases over 12 months. Our marketing efforts recognize the
holidays and traditions that occur during the season it occupies. Our first phase begins the last week in
April, capitalizing on Nielsen Sweeps Week to guarantee a large television audience for our broadcast
advertisements introducing our campaign. This phase lasts until the first week of July and uses broadcast,
print, outdoor, radio and Internet.

Our second phase spans through July, August and September. Through these summer months, we
remove our efforts from television because we anticipate our target audience watching less television and
spending more time outside. Phase two will advertise through the Internet, print, outdoor, radio and events.

Starting in October, our third phase will bring back television advertisements. During the fall months we
expect our target audience to be returning to their regimented work or school schedules, and for their
favorite shows to begin airing regularly. We will emphasize this message through efforts in broadcast, radio,
outdoor, print and the Internet, during October and November.

Phase four begins in December and lasts until February. Like phase two, these months will only feature
advertising on the Internet, print, outdoor and radio. During this time, many television shows are on hiatus,
so we pull back from broadcast advertising. Our efforts on the Internet will increase due to online shopping
for the holidays and our target audience’s tendency to get all of their information and entertainment from
the Internet.

The final phase in our evolution uses all efforts: broadcast, Internet, radio, outdoor, print and events to en-
sure the last segment of our campaign is seen. These efforts begin in March, when many individuals in our
target audience are watching more television to follow March Madness. We will air a commercial during the
NCAA championship game.The fifth phase takes place in March, April and the first week of May, capital-
izing on increased travel for spring breaks, more time spent outside and events like graduations that spur
car-buying.
Marketing Strategy I Scope

Our five phases will serve as an evolution of our message and branding for the Honda Civic Hybrid. Each of
our phases will drive the audience to our informative and interactive microsite because research shows that
our target audience retrieves almost all of their information and entertainment from the Internet. For the same
reason, we will place banner advertisements on popular websites for shopping, travel and entertainment.
Additionally, we will host sites such as Hulu and Pandora throughout each phase of our marketing cam-
paign. During some of our phases, Internet efforts will increase to support the times when we do not have
television and newspaper advertisements.

Our television advertisements will be shown during prime time television on network channels, late night
television, and syndicated reruns on cable during particular phases. We will use radio and outdoor adver-
tisements in our six spot markets and place print advertisements in national magazines and newspapers
throughout the year.

To increase brand recognition, we will use direct mail pieces to contact Honda loyalists, dealerships, taxi
services and rental car companies.

22
 CAMPAIGN
STRATEGY
Regionality Our campaign is designed to attract national attention to reestablish the Honda Civic Hybrid. We will feature
additional advertising in six spot markets in Seattle, Charlottesville, Va., San Francisco, Los Angelas, Port-
land, Ore. and Washington D.C. We will use these spot markets because they have higher hybrid sales.
We will put more advertising here to increase and ensure potential hybrid consumers remember messages
about the Honda Civic Hybrid.

Partnerships We will be partnering with the Asthma and Allergy Foundation of America throughout our campaign. We will
promote the cause in conjunction with our major events. This appeals to our target markets’ values based
on the insight that they care more about others than themselves. Asthma is a very common problem and
often goes under-treated.
 CONCEPTUAL
OVERVIEW
Audience Our campaign primarily targets “Balanced Young Professionals” that lead active, hectic lifestyles. However,
our message encompasses universal values that appeal to both “Honda Loyalists” and the general public.
We anticipate that our selfless target, who is very concerned with the well being of others, will be emo-
tionally invested in this campaign because of the positive changes the Honda Civic Hybrid has brought to
others.

Creative Our campaign will use emotional appeals to portray the Honda Civic Hybrid as the car that allows driv-
ers to take a deep breath and {Sigh}. The initial phases of the campaign will depict the Civic Hybrid as
a dependable and calming escape from the hectic lives of our target audience. Phases one and two will
also encourage individuals to visit our microsite and participate in Project Breathe Easy, a campaign to give
three deserving individuals a free Honda Civic Hybrid. As our campaign progresses, we will select Project
Breathe Easy winners and highlight how the Civic Hybrid has impacted their lives and helped them breathe
easy.

Throughout the campaign, we will feature our {Sigh} logo with the slogan “breathe easy” to emphasize the
sense of ease we want our target audience to associate with the Civic Hybrid. “Breathe easy” originated
from the calm the Civic Hybrid brings to its drivers. They gain emotional comfort knowing that their vehicle
is reliable, affordable and environmentally friendly.

GRPS Per
Media Outlet
Media We placed advertisements in areas and media that would best increase recognition and recall of the Honda
Civic Hybrid. Our campaign uses national media placements in broadcast, newspaper and magazines to
generate attention for the Honda Civic Hybrid. In the past, Honda has not attracted the necessary atten-
tion for any specific model. Our efforts will span across the country, aiming to reach the largest audience
possible and raise awareness for the Breathe Easy campaign. Outdoor and radio advertising will be used
as support media to focus on six spot markets that have maintained the highest index numbers for hybrid
automobile sales over the past three years. In these cities especially, we will make sure that the Civic Hybrid
is noticed and considered among potential hybrid consumers by increasing their exposure to our message.
Both our national and regional efforts will direct people to our returning destination – our microsite – be-
cause Simmons Data indicates that this is how our target prefers to receive information. To further increase
traffic to our microsite, we will have an active presence on websites popular among our target audience.

Media Pie Chart GRP Monthly Distribution

26
 CAMPAIGN
EVOLUTION
Phase One
The initial phase of our campaign is designed primarily to saturate our brand image into the minds of potential
hybrid consumers using broadcast, Internet, print, outdoor and radio. To do so, we will emphasize Honda’s
current position as a reliable and safe vehicle option and depict the Honda Civic Hybrid as the car that allows
drivers to “breathe easy.” Phase one is also designed to spur interest and drive traffic to our microsite, where
people can participate in Project Breathe Easy -- an opportunity to win a Honda Civic Hybrid by sharing how
it could help them “breathe easy.”

Phase Two
Phase two is designed to allow our campaign to evolve via online interactivity. In this phase, we will increase
our Internet marketing efforts to offset temporarily eliminated television and newspaper advertising. Our efforts
in phase one will have generated enough interest in Project Breathe Easy to get people to continue sharing
their stories on our microsite. Our outdoor, radio and magazine placements will continue to run throughout
the phase.

Phase Three
In phase three, we will introduce the winners of Project Breathe Easy through the same media as phase one.
Our marketing efforts will profile each winner to provide a tangible demonstration of how Honda helps others,
and how the Honda Civic Hybrid can help you.
Phase Four
After announcing the winners of Project Breathe Easy phase four follows the narratives of each. We will
heighten Internet advertising to drive individuals to our microsite, that will now feature interactive webisodes
of the winners. In addition, we will send “Honda Loyalists” direct mail pieces to introduce our Breathe Easy
Run and Walk, which will benefit the Asthma and Allergy Foundation of America. Like phase two, we will not
feature broadcast or newspaper advertising during this time, but instead will focus solely on Internet, out-
door, radio and magazines.

Phase Five
Our final phase will emphasize the impact that having a Honda Civic Hybrid has had on the lives of each win-
ner. We will relay this message through all media in order to demonstrate the positive effects the Civic Hybrid
can have on the lives of everyone. Additionally, we will promote our Breathe Easy Run and Walk through radio
and newspaper advertising.

28
 BROADCAST
EVOLUTION
Phase One
The “Honda Haven” broadcast ad flashes throughout the hectic day of a young, professional woman. Between
each of the frantic scenes, the shot cuts to her calmly driving her Honda Civic Hybrid as soothing music plays. The
ad culminates as the Civic Hybrid drives into “the distance” and we see our {Sigh} logo appear in the clouds. A voice
says, “The Honda Civic Hybrid helped her breathe easy. How can it help you? Tell us your story at breatheeasy.com.”

Nat sound: running water, hair dryer, etc. Cut to the same woman driving her Honda Cut to same woman at work, reporting
View of woman frantically applying make- Civic Hybrid, completely relaxed. Soothing on the scene. Nat sound: people yelling
up and getting ready. background music plays. questions and snapping pictures.

Cut to the same woman driving her Honda Cut to woman shopping at a bustling su- Cut to the same woman driving her Honda
Civic Hybrid, completely relaxed. Soothing permarket. Nat sound: crowded market. Civic Hybrid, completely relaxed. Soothing
background music plays. background music plays.
 The “Honda Escape” broadcast ad will flash through the chaotic day of a young, professional man. Between each
of the frantic scenes, we cut to a calmed character listening to music as he drives his Honda Civic Hybrid. The ad will
culminate as he drives into “the distance” without, seemingly, a care in the world. Again, we will see our {Sigh} logo in
the clouds and the same voice will say, “The Honda Civic Hybrid helped him breathe easy. How can we it help you? Tell
us your story at breatheeasy.com.”

No background music: sounds of run- Cut to the same man driving his Honda Cut to the man at work (a hectic stock
ning water, electric razor, etc. View of man Civic Hybrid, completely relaxed. Soothing market exchange). Nat sound: people yell-
shaving, quickly getting ready. background music plays. ing, sounds of calculators/computers.

Cut to the same man driving his Honda Cut to the man running at a crowded gym. Cut to the same man driving his Honda
Civic Hybrid, completely relaxed. Soothing Nat sound: tredmills and grunting. Civic Hybrid, completely relaxed. Soothing
background music plays. background music plays.

30
 BROADCAST
EVOLUTION
Phase Three
In these documentary style advertisements we will introduce our Project Breathe Easy winners, highlighting how
the Honda Civic Hybrid can impact their lives. The three stories will demonstrate how different types of people can
benefit from the car in their own way. In addition to re-telling the stories they’ve uploaded on our site, we will also
witness their reaction to the car sitting in the driveway.

Phase Five
These documentary style ads will conclude our Project Breathe Easy contest. The cumulative impact over the last
six months will be featured in three separate commercials. After witnessing how real people were changed by the
Honda Civic Hybrid, people will be encouraged to try the car for themselves.

Media Plan
The percentage numbers used in the following media plans represent proportions of the remaining budget after
accounting for impact media.

Our broadcast ads will be aired nationally as a way to expose as many people as possible to our campaign. Our
goal is to get the largest audience to hear and remember that the Honda Civic Hybrid is the car that allows its
driver to breathe easy. Our television ads will only air in phases one, three and five because these are the times
when we would introduce a new aspect of our campaign.

We allocated 32 percent of the budget to national primetime elevision. Specifically, we distributed this between
How I Met Your Mother on CBS, American Idol on Fox, The Office on NBC and Grey’s Anatomy on ABC. We al-
located 11 percent to American Idol and 7 percent to each of the remaining shows. American Idol was given 11
percent due to its popularity among all ages; we want an active presence on a show with high ratings. We chose
to place ads on How I Met Your Mother, The Office and Grey’s Anatomy because Simmons data shows that
 foreign-compact car drivers watch comedy and medical shows, and they specifically enjoy these shows.

Placing ads on primetime television will ensure that our audience will see our campaign. We will have a presence
on each of the four major networks as a way to expose them to our messages regardless of the channel they are
watching. We chose to place ads during primetime because after a long, busy day at work our target will enjoy
curling up to watch their favorite television shows at this time of the day.

We will also place ads on national late night shows such as The Late Show with David Letterman and The Tonight
Show with Jay Leno. These talk shows will be given a total of 10 percent of our budget which will be divided evenly
between the two. Simmons data revealed that foreign compact drivers enjoy watching television during the late
night fringe.

A small portion of our budget, 5 percent, will be allocated to syndicated reruns. Specifically, we will have a pres-
ence on Seinfeld and Friends. While our audience does not spend a lot of time watching cable television, we
decided to place ads on these shows because of their popularity among people similar in age to our target. Our
target enjoys comedic shows so, to some extent, we wanted to cover this area.

During phases two and four we will use the flighting technique, completely removing all television ads from the air.
Instead, we will increase our Internet efforts and use support media as a way to constantly stay on the “top of the
minds” of our target.

Impact Media
We will place one ad during the NCAA championship game that will cost $891,850. The championship game
takes place in late March, which falls into phase five of our campaign. We chose to place an ad during the cham-
pionship game as opposed to any award show or the Superbowl because the vast majority of our target graduated
from college and are likely to follow their alma mater during the NCAA tournament.

32

Phases One
and Two
Male voice: {Sigh} Isn’t it nice to
breathe easy? Honda is launching
“Project Breathe Easy,” a campaign
to give three deserving individuals a
free Civic Hybrid. Tell us how a Honda
Civic Hybrid could impact your life at
breatheeasy.com.
RADIO
EVOLUTION
Phases
Three and
Four
Male and female voice: Hi, we’re Diana
and Ricky!
Male voice: Hey, I’m Dewey.
Male, female and child’s voice: We’re the
Hudson family.
All voices together: And we’ve been
changed.
Male voice: Honda has given these
deserving individuals Civic Hybrids. Go
to breatheeasy.com to learn more about
“Project Breathe Easy” and how their
Civic Hybrids have impacted their lives.
{Sigh}
Phases
Four and
Five
Male: {Sigh} Isn’t it nice to breathe easy?
The Honda Civic Hybrid is sponsoring a
nationwide run on May 7th to raise funds
for the Asthma and Allergy Foundation of
America. Register at breatheeasy.com to
participate in one of our six cities: Seattle,
Portland, Los Angeles, San Francisco,
Washington D.C. and Charlottesville. The
Honda Civic Hybrid can help you breathe
easy, now it’s your turn to help others.
{Sigh}
Media Plan
We will run radio ads consistently across the campaign in our six spot markets to support our national efforts. Our
campaign will show that the Honda Civic Hybrid is the constant in any owners’ life. We chose to allocate 3 per-
cent of the budget to radio in these six places. All of our radio ads are designed to direct people to our microsite
to become interactively involved in our campaign. In addition, we will have one ad in phase four and five which is
designed to promote our Breathe Easy Run and Walk in the six places where it will be held.

Our radio spots will only be played during drive times as this will effectively reach our target in their cars on the way
to and from work.

34
 PRINT
ADVERTISING
Phases: All
Our print ads will utilize an emotional appeal to heighten awareness of the Honda Civic Hybrid brand. The ads are
not gender or racially specific, because we use images that appeal to a vast audience. One of the ads, however,
will target our secondary market, “Honda Loyalists.”

Copy at the bottom provides a deeper description about the advantages of the Honda Civic Hybrid. It reads, “With
outstanding fuel efficiency, excellent safety ratings and our three year limited warranty, there is no doubt that the
Honda Civic Hybrid can help you breathe easy.”

These print ad will show only the bust of an extremely relaxed person and very little text. While the ad will not actu-
ally picture the Honda Civic Hybrid, the minimal text will imply the character’s sense of calm is the result of owning
the car. The copy will read, “_______ just bought a Honda Civic Hybrid. Tell us how the Honda Civic Hybrid can
help you breathe easy at breatheeasy.com.”
36
 PRINT
ADVERTISING
Media Plan
We will purchase both national magazine and newspaper advertisements throughout our campaign. We chose
to place our ads nationally in these media vehicles for the same reasons as we did television. Our intention is to
attract a national audience in hopes that our message is automatically associated with the Honda Civic Hybrid.
Our campaign is designed to run magazine ads consistently throughout the year. In other words, the ads will run
during all five phases. Similar to television, we will not run any newspaper ads during phases two and four.

We will place ads in a number of national magazines. Travel and Leisure and Parenting are designed to reach
a general audience, Sports Illustrated and Golf Digest are primarily intended for men and Bride and Shape are
targeted toward women. We allocated 16 percent of our budget to general interest magazines, 12 percent to
men’s magazines and 6 percent to women’s magazines; the allocations will be distributed evenly between the
two magazines in each category. More of our budget was given to men’s magazines than women’s because it is
more expensive to place ads in these magazines.

We chose these specific magazines for several reasons based on data gathered from Simmons. First, our audi-
ence is very healthy both in terms of their lifestyle and their eating habits; for this reason we chose to have a
presence in Sports Illustrated, Golf Digest and Shape. Second, our target enjoys traveling and being informed
on the latest traveling trends; Travel and Leisure was the optimal choice for this reason. Third, “Balanced Young
Professionals” are at the age of either just starting a family or at least thinking about the option. Thus, we chose
to advertise our campaign in Parenting and Bride magazines. We chose such a wide variety of genres because
we want readers of all magazine types to see our message.

In terms of our newspaper placements, we allocated 8 percent of the budget to the New York Times and USA
Today to be distributed evenly across both. We will
place ads here given the insight, via Simmons data,
that foreign compact car drivers tend to read national
newspapers rather than local papers and these are
two of the most popular national newspapers in the
U.S. In phase five, our newspaper ads will change
to focus on nationally promoting our Public Rela-
tions event which is a Breathe Easy Run and Walk to
raise money for the Asthma and Allergy Foundation of
America.

We allocated more of our budget to magazine adver-

tising than we did to newspapers because the qual-
ity of an ad in a magazine is generally better than the
quality in a newspaper.

38
 OUTDOOR
EVOLUTION
Phases: All
Using a very clean design featuring only our slogan and
logo, our outdoor advertisements are intended to gener-
ate buzz and increase awareness of the Honda Civic Hy-
brid. Our campaign will also utilize unconventional adver-
tising, placing hammocks where park benches normally
stand. All outdoor advertising will be used consistently
throughout the campaign.

Media Plan
We will spend $2,520,000 on outdoor advertising.
These efforts will be spread out evenly across all five
phases of our campaign. Our outdoor ads will be used
as a support medium and will be placed in our six spot
markets. They will be placed in areas along popular
commuting routes. Our hope is that our outdoor ads in
these places will serve as a constant reminder of our
Breathe Easy campaign.
40
 DIRECT MAIL
EVOLUTION
Phases: All
We will send out a series of direct mail pieces throughout our campaign to a variety of subgroups.

Postcards to Honda Loyalists

These postcards will encourage Honda Loyalists to consider making their next Honda a Civic Hybrid. We
will highlight benefits of the vehicle while also tying in our “breathe easy” emotional appeal.

Postcards to taxi services and rental car companies

These pieces will describe incentives for investing in Honda Civic Hybrids for their respective companies.

E-mails to Project Breathe Easy participants

We will use the database we have created with the “Project Breathe Easy” campaign to promote the run
and walk partnering with the Asthma and Allergy Foundation of America on May 7th. We will also e-mail
them throughout our campaign with updates on our winners’ progress and other promotional tactics.
Media Plan
We will send direct mail pieces during phase one and four of our campaign. We allocated 8 percent
to these efforts. In phase one, they will be sent to “Honda Loyalists” as a way to put a personal touch
on our campaign for those who already own Hondas. The purpose of this mailing is two-fold. First, it
is designed to show them that Honda appreciates their loyalty. Second, it is intended to introduce our
campaign in hopes that the next time they purchase a Honda they will be more likely to purchase a Civic
Hybrid. We will also be sending them a direct mail piece in phase four to personally invite them to our
Breathe Easy Run and Walk event in connection with the Asthma and Allergy Foundation of America.

Also in phase one, we will send a mailing to Honda dealerships, taxi services and rental car companies
in our six spot markets to introduce an incentive system we set up. This type of business-to-business
marketing is crucial in maintaining working relationships with companies whose help could benefit our
campaign efforts.

42
 INTERNET
ADVERTISING
Banner Ads
Because our target is already on the Internet, banner ads will be placed on our target sites to compel viewers to
our microsite to share their stories.

Streaming Video
Full versions of our television ads and shortened versions of our webisodes will be streamed online throughout
Internet TV, video and music stations. These ads on our sponsorship sites will end with a link directing our audi-
ence to our microsite and encouraging them to interact with our brand.
Media Plan
Our Internet advertising will run consistently throughout all five phases with peaks in phases two and four, the
two phases in which we do not utilize any television advertising. Simmons data showed that our target uses the
Internet for numerous activities; thus, in times when we do not utilize television ads we will increase our efforts on
the Internet to ensure that we are still reaching our target.

We will spend $702,000 on Internet keyword advertising throughout the year. With this money we will use
search engine optimization on Google and Yahoo. Using these search engines the following keywords will pro-
duce results for the Civic Hybrid and our microsite: Honda, Hybrid, Civic, compact car, reliable, breathe easy,
asthma, sigh, hammock, electric powered and the Asthma and Allergy Foundation of America. These provide
obvious word associations that encompass the underlying message of our campaign. Words such as breathe
easy and sigh are good choices because even if someone does not remember our entire campaign they can
type in these keywords and instantly be reminded of our efforts.

We will spend $7,371,000 on Internet target sites. We will place banner ads on the following target sites: Map-
Quest, CNN, New York Times, Amazon, Orbitz, Expedia and ESPN. We chose this wide range of target sites
because they provide a sample of what foreign-compact car drivers use the Internet for. We chose CNN and
New York Times because if our target is not reading a national newspaper, they read the news online. Amazon
was chosen because our target uses the Internet quite frequently for shopping. Our target loves to travel and
tends to do research online, hence our decision for MapQuest, Orbits and Expedia. ESPN was chosen as a way
to target men a bit more on a heavily used website. Ads on these sites will be pulsed during our campaign. In
phases one, three and five we will have a presence on five of these sites. During phases two and four, the times
in which we have temporarily eliminated all television efforts, we will have banner ads on all seven of these sites.

Finally, we will spend $421,200 on Internet sponsorship sites: YouTube, Hulu and Pandora. In phases one, three
and five we will sponsor Hulu. During the times without television, phases two and four, we will sponsor all three
sites. These sites were chosen because they are popular among our target audience and also because “Bal-
anced Young Professionals” use the Internet as a way to get entertainment, which is offered by all three of these.

44
 MICROSITE
EVOLUTION

The Breathe Easy microsite serves as the central hub of our campaign. All
television, radio, Internet and print ads will drive traffic to the site. The site will
evolve throughout our campaign with increasing interactivity. However, it’s pri-
mary function is to provide information about the Honda Civic Hybrid.
Phases One and Two
During the beginning portions of the campaign, the site will urge people to share how the Honda Civic
Hybrid could help them breathe easy. By doing so, they are entering a contest, Project Breathe Easy, in
the hopes of winning a Honda Civic Hybrid. It will also showcase the car’s features such as fuel efficiency,
exterior and other amenities. This design will remain through phases one and two to allow people enough
time to hear about the campaign and upload stories.

46
 MICROSITE
EVOLUTION
Phase Three
The site changes in phase three after we’ve chosen our Project Breathe Easy winners. At this point, three
rotating images will highlight the three individuals and a brief description of their stories. By clicking “learn
more” one can watch their television spots, read more about their struggles and triumphs and watch webi-
sodes extending the viewer experience. We will continually update our site content about our narratives to
ensure viewers keep coming back. Our target audience, who is concerned with the well being of others,
is likely to respond to these real experiences.
Phase Four
Halfway through phase four, our homepage will promote the Breathe Easy Run and Walk taking place May
7th. Site users will be able to register for the run online individually or in teams. New content about our
winners will continue to be featured throughout this phase.

48
 MICROSITE
EVOLUTION
Phase Five
This will conclude our Project Breathe Easy contest. The cumulative impact over the last six months will be
featured on each winner’s profile. How much money has been saved? How much additional family time
have they enjoyed? What has their Civic Hybrid experience been like? By learning more about Project
Breathe Easy winners and the impact the car has had on them, we hope we can convince viewers to take
action and purchase their own Civic Hybrid.
MediaFlow Chart
Flow Chart
IMPACT MEDIA
MEDIA CATEGORIES Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Units

NCAA Final Four & Championship 1 1

Outdoor 0 6 6 6 6 6 6 6 6 6 6 6 5 1 72
Internet Keywords 0 2 2 2 2 2 2 2 2 2 2 2 2 0 24
Internet Target Sites 1 5 5 7 7 5 5 5 7 7 7 5 5 1 72
Internet Sponsorships 1 1 1 3 3 1 1 1 3 3 3 1 1 1 24

NON-IMPACT MEDIA
MEDIA CATEGORIES GRPS Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Total

National Television - Prime 658 15 97 97 15 83 83 83 83 83 19 658

How I Met Your Mother (CBS) 144 3 21 21 3 19 18 18 19 18 4 144
American Idol (FOX) 226 6 34 34 6 28 28 28 28 28 6 226
The Office (NBC) 144 3 21 21 3 18 19 18 18 19 4 144
Grey's Anatomy (ABC) 144 3 21 21 3 18 18 19 18 18 5 144
National Television - Late Night/Fringe 275 10 40 40 10 33 33 33 33 33 10 275
David Letterman Show (CBS) 137.5 5 20 20 5 16.5 16.5 16.5 17 16.5 5 137.5
Jay Leno (NBC) 137.5 5 20 20 5 16.5 16.5 16.5 17 16.5 5 137.5
Syndicated Television - Rerun 220 8 33 33 8 26 26 26 26 26 8 220
Seinfeld 110 4 16.5 16.5 4 13 13 13 13 13 4 110
Friends 110 4 16.5 16.5 4 13 13 13 13 13 4 110
National Magazines - General Interest 168 6 13 13 13 13 13 13 13 13 13 13 13 13 6 168
Travel & Leisure 84 3 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 3 84
Parenting 84 3 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 6.5 3 84
National Magazines - Men 286 5 23 23 23 23 23 23 23 23 23 23 23 23 5 286
Sports Illustrated 143 2.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 2.5 143
Golf Digest 143 2.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 11.5 2.5 143
National Magazines - Women 192 6 15 15 15 15 15 15 15 15 15 15 15 15 6 192
Bride 96 3 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 3 96
Shape 96 3 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 7.5 3 96
National Newspapers 166 4 26 26 5 20 20 20 20 20 5 166
New York Times 83 2 13 13 2.5 10 10 10 10 10 2.5 83
USA Today 83 2 13 13 2.5 10 10 10 10 10 2.5 83
Spot Radio - Drivetimes 482 6 41 41 34 34 40 40 40 40 40 40 40 40 6 482
Direct Mail 21 11 10 21

SUM TOTAL 2468 60 299 288 123 85 253 253 253 91 101 91 253 253 65 2468

50
 MEDIA
Media Planning Spreadsheet
Total Budget Total Spent Remainder
SPREADSHEET
$80,000,000.00 $11,906,050.00 $68,093,950.00

IMPACT MEDIA
MEDIA CATEGORIES COST PER UNIT UNITS X MONTH TOTAL NOTES

NCAA Final Four & Championship $891,850.00 1 $891,850.00 Cost for 1 ad during championship game
Outdoor $35,000.00 72 $2,520,000.00 Outdoor for 12 months in 6 spot markets
Internet Keywords $29,250.00 24 $702,000.00 2 search engines for 12 months
Internet Target Sites $102,375.00 72 $7,371,000.00 1 target site for 2 months & 5 target sites for 7 months & 7 target sites for 5 months
Internet Sponsorships $17,550.00 24 $421,200.00 1 sponsorship site for 9 months & 3 sponsorship sites for 5 months

SUM TOTAL $11,906,050.00

NON-IMPACT MEDIA
MEDIA CATEGORIES CPP TOTAL % ALLOCATION $ ALLOCATION GRPS

National Television - Prime $33,103.00 32% $21,790,064.00 658

How I Met Your Mother (CBS) 7% $4,766,576.50 144
American Idol (FOX) 11% $7,490,334.50 226
The Office (NBC) 7% $4,766,576.50 144
Grey's Anatomy (ABC) 7% $4,766,576.50 144
National Television - Late Night/Fringe $24,776.00 10% $6,809,395.00 275
David Letterman Show (CBS) 5% $3,404,697.50 137.5
Jay Leno (NBC) 5% $3,404,697.50 137.5
Syndicated Television - Rerun $15,467.00 5% $3,404,697.50 220
Seinfeld 3% $1,702,348.75 110
Friends 3% $1,702,348.75 110
National Magazines - General Interest $64,733.00 16% $10,895,032.00 168
Travel & Leisure 8% $5,447,516.00 84
Parenting 8% $5,447,516.00 84
National Magazines - Men $28,618.00 12% $8,171,274.00 286
Sports Illustrated 6% $4,085,637.00 143
Golf Digest 6% $4,085,637.00 143
National Magazines - Women $21,240.00 6% $4,085,637.00 192
Bride 3% $2,042,818.50 96
Shape 3% $2,042,818.50 96
National Newspapers $32,719.00 8% $5,447,516.00 166
New York Times 4% $2,723,758.00 83
USA Today 4% $2,723,758.00 83
Spot Radio - Drivetimes $4,240.00 3% $2,042,818.50 482
Direct Mail $261,895.00 8% $5,447,516.00 21

SUM TOTAL 100% $68,093,950.00 2468

 PUBLIC
RELATIONS
Objectives • Get consumers to the Honda Civic Hybrid microsite
• Increase number of consumers who visit Honda dealerships
• Reinforce brand identity and personality
• Create excitement among dealers and give them a desire to sell Civic Hybrids
• Reach more consumers through rental car companies and taxi services
• Establish ties with the media in key cities

Status of According to recent polls, most Americans have a favorable opinion of Honda. In addition, the
Public Opinion majority of Americans believe it is time to start thinking in terms of a new revolution characterized by
clean, renewable sources of energy. The Annex Communications public relations plan will maintain
the public’s positive view of Honda and position the Honda Civic Hybrid as a reliable, environmentally
friendly car that can help our target “breathe easy.”

Purchase • Safety was the most important factor to consider when buying a car in 2010, according to
Factors Consumer Reports.
• Quality and value were the second and third ranking considerations.

Annex will emphasize these considerations by focusing on the reliability of a Honda Civic Hybrid
and the trust and confidence consumers can have in the brand. Through our campaign, Honda
Civic Hybrid will become the car that is a good decision for its consumers and for the world around
them.
Hybrid Cars • Compared to other options, more Americans find hybrid technology to be the
most appealing type of alternative fuel.
• A majority of Americans feel they should be buying a hybrid car to reduce
global warming.
• A majority of Americans are open to buying a hybrid car based on what
they’ve seen and heard about hybrids.

Annex will capitalize on the hybrid trend by making the Honda Civic Hybrid the environmental car con-
sumers can count on. Not only is the car a good decision for the environment, it is a good choice for
the consumer as well.

54
 PUBLIC
RELATIONS
News • “When it comes to providing superb road manners, responsive steering, bal
Coverage anced characteristics and a high value factor, it’s difficult to beat the vehicles
designed and built by Honda” (Toronto Sun).
• “Honda Motor Co. is adding 437,000 vehicles to its 15-month-old global re
call for faulty airbags in the latest quality problem to hit a Japanese Automaker”
(Associated Press).
• “American Honda Motor Co. said Tuesday it is recalling its new Acura ZDX be
cause the passenger side air bag may not deploy properly” (Associated
Press).
• “For those who want a more compact car, the Honda Civic Hybrid provides a
perfect compliment of practicality and according to USA Today it is ‘some
where between engaging and gorgeous’” (Daily Aztec).
• “One of the charming but disconcerting things about hybrids is the way the
engine cuts off when the car stops using gas. That leads unaccustomed
drives to fear the engine’s suddenly died” (NPR).

Annex will cultivate positive media relations and coverage by emphasizing a charitable aspect of events
and promotions. This will reinforce the idea that Honda is not only a reliable and trustworthy company
for its consumers, but also a good company for the world.

The recent negative media coverage surrounding Honda and the Honda Civic Hybrid is due to prob-
lems with airbags. Annex will encourage open communication with the media to deal with this negative
image and will emphasize that Honda is a reliable company dedicated to its consumers’ safety and
comfort. Press releases will be sent to a media contact list including some national newspapers which
draw large audiences and local media in our spot markets. Honda representatives will make sure to be
available to the press whenever possible to promote a positive relationship with reporters.
Consumer Insights • Our primary target market is dedicated to eating healthy and maintaining an
active lifestyle.
• The target is very family focused, putting family before all else.
• Our target is selfless, emphasizing the wellbeing of others before their own.
• The target market tends to lead busy, hectic lives as they strive to balance
their growing careers with their personal life.

Annex will use the consumer insights to create a public relations and promotions strategy that appeals
to our consumers’ values and encourages them to interact with our brand. In addition, our Honda Civic
Hybrid microsite will be a central part of our campaign, as our target market uses the Internet for almost
everything.

Promotions I Project Breathe Easy

• Project Breathe Easy is the search for three deserving people who will win a
free Honda Civic Hybrid to help them “breathe easy.”
• Consumers must enter the contest at the Honda Civic Hybrid microsite,
bringing them to the website.
• The advertisements will emphasize that Honda Civic Hybrid is a car that will
make the consumers’ lives easier.
• The project will have a charitable aspect as the Honda Civic Hybrid is helping
deserving people “breathe easy.”
• The winners will be chosen at the end of phase two and are announced at
the beginning of phase three through advertisements. The focus of the
advertising will be the ways that the Honda Civic Hybrid has changed their
lives and helped them “breathe easy.”

Project Breathe Easy will bring people to the Honda Civic Hybrid microsite. It will emphasize Annex’s
campaign message while promoting Honda through charitable work. Lastly, it will provide real life ex-
amples of how the Honda Civic Hybrid can help people “breathe easy.”

56
 PUBLIC
RELATIONS
Promotions I Partnership with the Asthma and Allergy Foundation of America
• Automobile exhaust can irritate lungs, making asthma and allergies worse and
in some cases even causing them.
• As a result, Honda Civic Hybrid will partner with the Asthma and Allergy
Foundation of America, committing to produce low emission vehicles,
reducing future cases of asthma and allergies and to help those who are
already struggling from the conditions.
• Together, the AAFA and Honda Civic Hybrid will hold promotions and events to
promote the environmentally friendly Civic Hybrid and to raise money for
asthma research and treatment.
Promotions I The Breathe Easy Transportation Service
• Despite the availability of asthma treatments, it remains undertreated for many
people (aafa.org). Specialists can be several hours away from patients and
appointment times may be inconvenient for families.
• In response to this problem, Honda will provide Honda Civic Hybrids to
transport asthma patients to the doctor.
• The service will help families of asthmatics “breathe easy,” as it will be a free
and convenient way to get medical treatment for their son or daughter.
• Each car will only have the driver, provided by Honda, and the family, making
it a much more personal and private ride, rather than having to take a shuttle
bus with many other patients.
• The transportation service will be set up in our spot markets.
• Information about the Honda Civic Hybrid will be available in the back seat for
the riders to take and share with families and friends.

The Breathe Easy Transportation Service is a great way for Honda to give back. The communities
that will have the service available are areas with high levels of hybrid sales. Therefore, Honda will
position itself as a caring, community centered brand that is contributing to the city. In addition, the
families who ride in the vehicles will experience a ride in the Honda Civic Hybrid and will learn about
how owning the car could help them “breathe easy.”

58
 PUBLIC
RELATIONS
Promotions I Honda Dealers Breathe Easy Reward Package
• To encourage sales of Honda Civic Hybrids, Honda will offer a grand prize,
along with a first, second, and third prize to the top four selling dealers. All
prizes are meant to help sellers relax and “breathe easy.”
• The grand prize will be a relaxing vacation for the dealer and their family or
friends.
• The first prize winner will get a Jacuzzi installed into their home for free. The
second prize winner will receive a free Lazyboy recliner. The third prize winner
will receive two gift certificates to a day spa.
• The incentives will be advertised in direct mail pieces sent to the top 10
dealers in each of our six spot markets. Each dealership will receive 20 direct
mail pieces to be distributed amongst the dealers.
• Included in the direct mail will be information about the “breathe easy” features
of the Honda Civic Hybrid. With this information, the dealers will emphasize
Annex’s campaign message to consumers at the dealership.

The Honda Dealers Breathe Easy Reward Package will both encourage sales of Honda Civic Hybrids
and help dealers understand and emphasize Annex’s campaign message. It will also foster good rela-
tionships with dealers, as the Honda Civic Hybrid will give away prizes to four hard working dealers.
Promotions I Breathe Easy Taxi Incentive Package

• In 2007, New York City Mayor Michael Blumburg announced a plan to make
all New York City taxis hybrid by 2012. San Francisco Mayor Gavin Newsom
sponsored a law requiring San Francisco cab companies to lower green
house gas emissions by 20 percent by 2012. In addition, many taxi
companies are suffering economically due to rising gas prices.
• As a result of these developments, Annex Communications will offer an
incentive for taxi companies who buy Honda Civic Hybrids.
• Honda will offer an extended battery warranty to taxi companies. The
warranty will last 12 years, without any mile limit, 4 years longer than the
typical warranty.
• The incentive will be advertised in a direct mail piece which will be sent to the
top 10 taxi companies in each of our six spot markets. Each taxi company
will receive 20 direct mail pieces to be distributed to each employee. It will
also include information about the Honda Civic Hybrid and how the car can
help taxi drivers breathe easy at work.
• When Honda Civic Hybrids are purchased by a taxi company, they will come
with information about the car’s “breathe easy” features to be placed in the
back of the taxi so that passengers can learn more about the car during the
ride.

60
 PUBLIC
RELATIONS
Promotions I Breathe Easy Taxi Incentive Package

The Breathe Easy Taxi Incentive Package will capitalize on the growing hybrid trend in the taxi industry.
As more taxi companies look to purchase hybrid vehicles, Annex will position the Honda Civic Hybrid
as the reliable hybrid choice. By offering the incentive, Honda recognizes that taxi drivers will put more
miles on the car than other drivers and allow them to have confidence in their car. Taxi companies
can “breathe easy,” because Honda will replace their battery for the next 12 years. When it comes
to choosing a hybrid car, the Honda Civic Hybrid will be the clear, reliable choice. In addition, having
more consumers riding in Honda Civic Hybrids will increase the amount of people who are exposed
to the car and will get information about the car’s features to the passengers.
Promotions I Breathe Easy Rental Car Incentive Program

• Annex Communications plans to offer an incentive to rental car companies to

give more consumers the opportunity to rent and test drive the car.
• Honda will offer an extended battery warranty to rental car companies. The
warranty will last 12 years, without any mile limit, four years longer than the
typical warranty.
• The incentive will be advertised in direct mail pieces sent to the top 10 rental
car companies in each of our six spot markets. Each company will receive
20 direct mail pieces to be distributed amongst the employees. The mailing
will include information about the Honda Civic Hybrid and how the reliable,
environmentally friendly car can help rental car companies breathe easy.
• When a customer rents a Honda Civic Hybrid, the rental will include
information about the “breathe easy” features of the car so they may learn
more about the car while renting it.

The Breathe Easy Rental Car Incentive Program will give more consumers the opportunity to test drive
a Honda Civic Hybrid and discover the breathe easy features of the car. The incentive will attract rental
companies as it inspires confidence in the reliability of Honda Civic Hybrids and encourages owners to
trust that Honda has their interests in mind. Honda will acknowledge that rental companies have a lot of
car maintenance to deal with and by purchasing Honda Civic Hybrids they can breathe easy knowing that
the car is reliable and environmentally friendly.

62
 PUBLIC
RELATIONS
Events I Breathe Easy at the State Fair
• Honda Civic Hybrid will have a booth at the California State Fair (July 14-August
1), the Maryland State Fair (August 27-September 6), the Oregon State Fair
(August 27-September 6), the Puyallup Fair in Washington (September 10-
September 26), and the Virginia State Fair (September 23-October 3).
• The events will take place at the end of phase two, when our campaign will not
use any television advertisements. Phase two is in the summer, when our tar-
get spends more time outside than watching television. Therefore, Honda will
be outside too, connecting with the consumers in our spot markets as they visit
the State Fair.
• Honda booths will offer information about the breathe easy features of the
Honda Civic Hybrid. They will also be located near a parking lot where visitors
can test drive the car.
• In addition, the booth will offer free massages to help State Fair participants
relax and breathe easy.

Breathe Easy at the State Fair is a great event to connect with consumers in a phase of our cam-
paign that has less media. In a season when consumers are spending time outside, Honda will be
outside with them. The booth will reinforce our “breathe easy” message from phase one and will con-
nect with the consumers in a more personal, interactive way.

Estimated Budget: $4,000 per fair

Events I The Breathe Easy Run and Walk
• A run and walk that will benefit the
Asthma and Allergy Foundation of
America
• The run will take place May 7, 2011,
the same week as World Asthma Day
and during phase five of our
campaign.
• The race will take place in our six spot markets.
• National newspaper regional radio adver-
tisements, direct mail to Honda loyalists, e-mails
to visitors to the breathe easy
website and e-mails to members and
friends of the Asthma and Allergy
Foundation of America will advertise
the events.
• Registration will be on the Honda Civic
Hybrid microsite starting in January, capitalizing
on the season for New Year’s resolutions and
encouraging people to visit the site.

64
 PUBLIC
RELATIONS
Events I The Breathe Easy Run and Walk

• A registration fee of $25 for early registration, $30 for late

registration and $40 for onsite registration will be donated to the AAFA
along with any other donations received through the website or in person at
the events.
• The event will include food and music after the race for participants and
spectators.
• The registration area and the post race festival will have Honda Civic
Hybrids for spectators and participants to explore, along with informational
pamphlets and Honda representatives ready to tell them how the car can help
them breathe easy.
• The course will feature signs along the way telling runners to {Sigh} and breathe
easy, because by participating, they are donating money to the AAFA, helping
others breathe easy.
• Honda Civic Hybrids will be available to transport the spectators to different places
in the course, allowing them to see more of the race and experience a ride in the
Honda Civic Hybrid.

Estimated Budget: $3,000 per run and walk

Events I The Breathe Easy Run and Walk
The Breathe Easy Run and Walk will attract our consumers as it promotes a healthy lifestyle and ben-
efits others. In addition, it gives Honda a great opportunity to connect with a key target market and
share information with them about the Honda Civic Hybrid outside of a dealership. The event will as-
sure our target market that Honda shares their values and wants to make their lives easier while mak-
ing the world a better place.

66
Media Contact List
National Media
The following are representative of the types of national media outlets Annex would contact for
events and promotions, but are not necessarily exclusive.

The New York Times ABC News

620 Eighth Avenue 77 West 66th Street
New York, NY 10018 New York, New York 10023

USA Today MSNBC

7950 Jones Branch Drive 30 Rockefeller Plz
McLean, VA 22108-0605 3rd Fl
New York, NY 10112
Washington Post
1150 15th St. NW NBC News
Washington, DC 20071 30 Rockefeller Plaza
events@washingtonpost.com New York, New York 10112
nightly@news.nbc.com
Wall Street Journal
nywireroom@dowjones.com Fox News
1211 Avenue of the Americas
The Boston Globe New York, New York 10036
P.O. Box 2378 comments@foxnews.com
Boston, MA 02107-2378
newstip@globe.com National Public Radio
635 Massachusetts Ave. NW
Chicago Tribune Washington, D.C. 20001
435 N. Michigan Avenue
Chicago, IL 60611 CNN
P.O. Box 105366
LA Times One CNN Center
Times Mirror Square Atlanta, Georgia 30348
Los Angeles, CA 90053 cnn.onair@cnn.com

CBS News
524 West 57th Street
New York, New York 10019
Spot Market News Media
The following are representative of the type of media Annex Communications would contact
with press releases in our spot markets. The list is not exclusive.

Seattle

The Associated Press Seattle Times

3131 Elliott Ave., Ste. 750 PO Box 70
Seattle, WA 98121 Seattle, WA 98111

Ballard News Tribune Northwest Cable News

2208 NW Market St. #202 Ballard, WA, 333 Dexter Ave. N
98107, U.S Seattle, WA 98109
kenr@robinsonnews.com newstips@nwcn.com

Capitol Hill Times Q13FOX, KCPQ-TV

P.O. Box 80156 1813 Westlake Avenue N.
Seattle, WA 98108 Seattle, WA 98109
tips@q13fox.com
KOMO 4 News/KOMO AM 1000
140 Fourth Ave. North KCTS 9 Television
Seattle, Washington 98109 401 Mercer St.
tips@komo4news.com Seattle, WA, 98109

KUOW 94.9 FM KING 5 Television

4518 University Way NE, Suite 310 333 Dexter Ave. N
Seattle, WA 98105 Seattle, WA 98109
newsroom@kuow.org
KIRO News 7
KVI 570 AM 2807 Third Avenue
140 4th Avenue North, Suite 340, Seattle, WA 98121
Seattle, WA 98109  
570KVI@Fisherradio.com

Madison Park Times

P.O. Box 80156
Seattle, WA 98108
mptimes@nwlink.com
Charlottesville San Francisco

Charlottesville Daily Progress Associated Press San Francisco

685 Rio Road W 303 Second St. Suite 680
Charlottesville, Va. 22901 San Francisco, CA 94107
enewstips@dailyprogress.com NorCal@apcalifornia.org

WCAV/WVAW/WAHU KALW 91.7 FM

999 2nd Street S.E. 500 Mansell Street
Charlottesville, VA 22902 San Francisco, CA 94134
news@newsplex.com kalw@kalw.org

WCHV News Radio 1260 AM/94.1 FM KCBS 740 AM/106.9 FM

mneeley@cvillestations.com 865 Battery St.
San Francisco, CA 94111
WVIR-TV NBC29
503 E. Market Street KGO Newstalk 810
Charlottesville VA, 22902 900 Front Street
newsdesk@nbc29.com San Francisco, CA 94111

KQED
2601 Mariposa Street
San Francisco, CA 94110

San Francisco Chronicle

901 Mission St.
San Francisco, CA 94103
metro@sfchronicle.com

San Francisco Examiner

71 Stevenson, 2nd Floor
San Francisco, CA 94105
sdrumwright@sfexaminer.com

KPIX-TV
855 Battery St.
San Francisco, CA 94111
San Francisco Continued
KTVU
2 Jack London Square
Oakland, CA 94607
KIQI Radio 1010 AM
145 Natoma Street
San Francisco, CA 94105
KPOO 89.5 FM
PO Box 156650
San Francisco, CA 94115-6650
KRON 4
1001 Van Ness Avenue
San Francisco, CA 94109
4listens@kron4.com
HotTalk 560 KSFO Radio
900 Front Street
San Francisco, CA 94111
Los Angeles
Associated Press Los Angeles
221 S. Figueroa St. Suite 300
Los Angeles, CA 90012
LosAngeles@ap.org
Beverly Hills Canyon News
9437 Santa Monica Blvd. Suite 208
Beverly Hills, CA 90210
staff@canyon-news.com
790 KABC
3321 S. La Cienega Blvd.
Los Angeles, CA 90016
KNX 1070 NEWSRADIO
5670 Wilshire Boulevard, Suite #200
Los Angeles, CA 90036
KPFK
3729 Cahuenga Blvd. West
North Hollywood, CA 91604
comments@kpfk.org
KTLK AM 1150
3400 W. Olive Ave. Suite 550
Burbank, CA 91505
Los Angeles Daily News
P.O. Box 4200
21860 Burbank Boulevard, Suite 200
Woodland Hills, CA 91367
ABC7 Broadcast Center
500 Circle Seven Drive
Glendale, CA 91201
Los Angeles Continued
CBS Studio City Broadcast Center
4200 Radford Avenue
Studio City, CA 91604
NBC4 Los Angeles – KNBC
3000 W Alameda Ave.
Burbank, CA 91523
KTTV FOX 11 - KCOP My13
1999 South Bundy Drive
Los Angeles CA 90025
Portland
Associated Press Portland
121 SW Salmon St., Ste. 1450
Portland, OR 97204-2924
Beaverton Valley Times
6605 S.E. Lake Road
Portland, OR 97222
1190 KEX News Radio
4949 SW Macadam Ave.
Portland, OR 97239
Oregon Public Broadcasting:
7140 SW Macadam Avenue
Portland, Oregon 97219-3099
KLX 750 AM News Radio
0234 SW Bancroft Street
Portland, OR 97239
Mid-county Memo Publishing, Inc.
3510 NE 134th Ave.
Portland, Oregon 97230
editor@midcountymemo.com
Portland Bee
1837 S.E. Harold Street
Portland, OR 97202
Oregon City News
6605 S.E. Lake Road
Portland, OR 97222
The Oregonian
1320 SW Broadway
Portland, OR 97201
newsroom@news.oregonian.com
KGW TV Portland
1501 Southwest Jefferson St.
Portland, OR 97201
Portland Continued Washington D.C.

Koin Local 6 Television Associated Press Washington, D.C.

222 S.W. Columbia St. 2021 K St. NW, Suite 600
Portland, OR 97201 Washington, DC 20006

KPDX - PDX TV The Current Newspapers

14975 NW Greenbrier Parkway 5185 MacArthur Blvd., NW Suite 102
Beaverton, OR 97006-5731 Washington, DC 20016-0400

The Washington Examiner

1015 15th St. NW
Suite 500
Washington, DC 20005

Washington Times
3600 New York Ave
NE Washington DC 20002

Federal News Radio 1500 AM WFED

3400 Idaho Ave. NW
Washington, DC 20016

WTOP Radio
3400 Idaho Avenue, NW
Washington, DC 20016

WJLA-TV
1100 Wilson Blvd.
Arlington, VA 22209

WTTG 5 (FOX) and WDCA my20

5151 Wisconsin Ave NW
Washington, DC 20016
fox5tips@wttg.com

WUSA 9
4100 Wisconsin Ave, NW
Washington, DC 20016
Page 1 of 2

Contact:
Public Relations Director
Emily Mawer
mawer@wisc.edu

HONDA CIVIC HYBRID PARTNERS WITH THE ASTHMA AND

ALLERGY FOUNDATION OF AMERICA

Together the organizations will work to reduce airborne irritants and will
help those who are already affected by asthma.

President and CEO of American Honda Motor Company Tetsuo Iwamura

was joined by members of the Asthma and Allergy Foundation of America today

to announce a partnership between the AAFA and Honda Civic Hybrid.

The production of low emission vehicles, such as the Honda Civic Hybrid,

can cut down the amount of pollution in the air and help reduce future cases of

asthma.

“Asthma and allergies affect a huge number of people in this country,”

Iwamura said. “Today, Honda Civic Hybrid is making a commitment not only to

produce environmentally friendly cars to reduce airborne irritants that can cause

asthma, but also to help those who are already struggling with the disease.”

Honda Civic Hybrid has achieved the Advanced Technology Partial-Zero

Emissions Vehicle rating, the most stringent emission standard achieved by a

gasoline powered vehicle in the United States.

MORE
Page 2 of 2

“Honda Civic Hybrid is a perfect match for the Asthma and Allergy Foundation of

America,” said William McLin, president and CEO of the AAFA. “Less air pollution will

reduce the rate of asthma and allergies in this country. Honda has been doing their part to

produce environmentally friendly cars for years, and today they go a step further, committing to

help those who are already living with these conditions.”

As a part of the partnership, Honda will hold events to benefit the AAFA. Further details

about these events will be made available in the future.

#####
Page 1 of 1

Contact:
Public Relations Director
Emily Mawer
mawer@wisc.edu

HONDA ANNOUNCES PROJECT BREATHE EASY

Honda invites their customers to share their stories in the hopes of winning a
free Honda Civic Hybrid.

President and CEO of American Honda Motor Company Tetsuo Iwamura

announced Project Breathe Easy today. The project is a search for three deserving

individuals who will be given a free Honda Civic Hybrid.

“The Honda Civic Hybrid is a reliable, environmentally friendly car that

you can really count on,” Iwamura said. “We are excited to give away three cars

to people who truly deserve something in their lives to help them breathe easy.”

The three winners will be announced in December and will be a part of

Honda Civic Hybrid’s advertisements in the future.

In order to enter Project Breathe Easy go to breatheeasy.com and tell

Honda how a Civic Hybrid could impact your life.

“I encourage everyone and anyone to enter this contest,” Iwamura said.

“Tell us why you could use a Civic Hybrid in your life. Honda wants to help you

breathe easy.”

#####
Page 1 of 2

Contact:
Public Relations Director
Emily Mawer
mawer@wisc.edu

HONDA CIVIC HYBRID TO HOST A RUN AND WALK TO BENEFIT

THE ASTHMA AND ALLERGY FOUNDATION OF AMERICA

The event will take place shortly after World Asthma Day.

Honda Civic Hybrid will host the Breathe Easy Run and Walk in six

different cities on May 7, 2011 to raise money for the Asthma and Allergy

Foundation of America. The run will take place just four days after World

Asthma Day and is part of Honda’s partnership with the AAFA.

San Francisco, Charlottesville, Washington DC, Seattle, Los Angeles and

Portland will each host a run. A fee of 25 dollars for early registration, 30 dollars

for late registration and 45 dollars for onsite registration will be donated to the

AAFA, in addition to any other donations collected online or at the event.

“Honda is excited to host a fun filled day to benefit the AAFA,” said

Tetsuo Iwamura, president and CEO of American Honda Motor Company Inc.

“Asthma and allergies affect one in four people in America and Honda is taking a

stand to help. Not just reducing airborne irritants by producing environmentally

friendly cars, but also hosting these runs and other events to raise money for the

AAFA.”

MORE
Page 2 of 2

Honda Civic Hybrids will be at the race for spectators who wish to travel

to different checkpoints to cheer on the runners. In addition, information will be

available to anyone interested in learning more about the Honda Civic Hybrid.

For more information and to register or donate visit breatheeasy.com.

#####
Page 1 of 1

Contact:
Public Relations Director
Emily Mawer
mawer@wisc.edu

HONDA CIVIC HYBRID TO OFFER TEST DRIVES AT FIVE STATE

FAIRS

Honda will have a “breathe easy” booth including free massages, information
about Civic Hybrids and Civic Hybrids available to test drive.

Honda Civic Hybrids will make an appearance at five state fairs this

summer.

The cars will be available for test drives at the California, Maryland,

Oregon and Virginia state fairs and at the Puyallup fair in Washington. In

addition, the booths will provide information about the breathe easy features of

Civic Hybrids for interested consumers and free massages will be offered to help

visitors breathe easy at the fair.

“We’re excited to be a part of the summer fun of state fairs,” said Tetsuo

Iwamura, president and CEO of American Honda Motor Company. “While

families and friends are enjoying the attractions, we will add to the fun by

offering massages and test drives of Honda Civic Hybrids. I encourage everyone

to come by and test drive one of our cars. I know you won’t be disappointed.”

For more information about Honda Civic Hybrids visit breatheeasy.com.

#####
Page 1 of 2

Contact:
Public Relations Director
Emily Mawer
mawer@wisc.edu

HONDA ANNOUNCES THE BREATHE EASY PATIENT TRANSPORT

SERVICE

Honda Civic Hybrid will offer a free service to transport asthma patients and
their families to the doctor.

President and CEO of American Honda Motor Company, Tetsuo

Iwamura, announced a free transportation service for asthma patients and

families.

The service is part of Honda Civic Hybrid’s partnership with the Asthma

and Allergy Foundation of America.

Families can call for a Honda Civic Hybrid to pick them up in the San

Francisco, Charlottesville, Washington DC, Seattle, Los Angeles, and Portland

areas. The driver will transport them to and from the doctor free of charge.

“Asthma is a major problem in America that often goes undertreated,”

Iwamura said. “Specialists can be hours away from the patients home, creating a

real inconvenience for parents. Honda wants to help these families breathe easy,

by offering them free, private transportation to and from the doctor.”

MORE
Page 2 of 2

Families interested in the service should go to breatheeasy.com for more information.

#####
 WORKS
CITED
Aafa.org

Adage.com

Carseek.com

Consumerresearch.com

Edmunds.com

Honda.com

Hybridcars.com

Insideline.com

Kbb.com

Newenergyworldnetwork.com

Roadandtravel.com

Roper Poll Database

Scribd.com

Simmons Choices III

Usnews.rankingsandreviews.com

Youtube.com