Car maker Honda is running a media advertising campaign worth £550,000 to the hard-pressed local newspaper industry.

The Japanese manufacturer is hoping to use the impact of locally targeted media to promote social responsibility as it launches its new green hybrid car this summer.

Honda has partnered up with volunteering website do-it.org.uk for the campaign which aims to highlight the environmental and social benefits of the new vehicle.

Ads and colour strips straplined ‘Everybody wants to be good’ will run in 162 daily and weekly newspapers and on more than 150 local media websites from the end of this month until mid-October.

The campaign will be backed up by advertorial and a feature available on the Newspaper Society’s Featurelink website, urging readers to find out about volunteering opportunities in their area.

NS marketing director Robert Ray said: “This is a unique local media cross-platform deal which will get Honda even closer to its customers.

“Recently published study the wanted ads Motors shows that local media is the most influential media at crucial points in the car-purchasing process and, with this campaign, Honda is set to benefit from that strength.”

Comments

Observer (24/07/2009 13:43:57)
So Honda can see what the idiots who run the local media can’t. I despair.