Honda is putting a focus on its new performance models.
With the Civic Type R arriving in dealerships in late spring, Honda has launched a new brand campaign titled “Racing at Heart,” to link its high-performance motorsports program to production vehicles focused on performance.
The new ad will be shown on television and highlights Honda racing programs including the Verizon IndyCar Series, Red Bull Global Rallycross and desert truck racing. Production cars showcased in the ad include the Civic Type R, Civic Si and Ridgeline, along with the race cars that each model inspired.
Look for the campaign to deubt during the NBA Conference Finals on ABC, during the ABC broadcast of the 2017 Indianapolis 500 on May 28, as well as during qualifying on May 20-21.
The automaker also announced it is launching a motorsports influencer campaign that gives a celebrity the chance to go on a two-seat ride leading the start of a Verizon IndyCar Series race with legendary Indy 500 champion Mario Andretti.
“Racing is a core part of Honda DNA and for over 60 years the new technologies and challenging spirit we gain on the track translates into the high level of performance in the vehicles we make for our customers,” said Susie Rossick, Assistant Vice President, Honda Marketing. “This new Racing at Heart campaign helps celebrate the arrival of the Civic Type R and Si at Honda dealerships nationwide in the coming weeks.”
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