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Market Draws Two Different Marketing Campaigns
ANGELES, April 8 -- American
Honda Motor Co., Inc., one of the top-selling automobile
manufacturers to the U.S. Hispanic consumer, launched a major new
media marketing campaign targeting the Latino consumer. This month,
an online campaign for Honda's Civic models premieres on YupiMSN ,
http://www.yupimsn.com, a leading Spanish-language Internet
network. The campaign
was developed by La Agencia de Orci and Asociados, Honda's Hispanic
In an effort to continue attracting the
ever-growing Hispanic market, the campaign will promote the Civic
Coupe, Sedan and Si models, and will target Hispanic males 18-24.
The ads will communicate to the audience that there is a Civic for
every lifestyle, Upon
clicking the ads, consumers are directed to the Honda website where
they are able to research all models in Spanish.
Hispanics are the nation's largest minority group
among new-vehicle buyers, according to a recent report by J. D.
Power and Associates and ComScore Media Metrix maintains that more
than 12 million US Hispanics are online. Furthermore, 84% of
Hispanics polled by Roslow Research would be more likely to do their
automotive shopping and research online if they could do so in
Through the course of their 14-year partnership,
American Honda and La Agencia de Orci & Asociados have focused
on continuously building and sustaining a successful long-term
relationship with the U.S. Hispanic consumer.
La Agencia and Honda established a unique four-tier approach
to marketing to U.S. Latinos that includes cultural enrichment,
community support, sports marketing, and product advertising.
The result is that Honda has had both #1 and #2 selling
passenger cars to Hispanic consumers in the U.S. for the last 12
Hispanics move more and more into the mainstream markets, American
companies are finding it worthwhile to begin advertising campaigns
and programs specifically aimed at attracting the Hispanic consumer.
In another recent campaign to reach out to the
Hispanic community, Nationwide Insurance and the National Latino
Children’s Institute collaborate on sponsoring the “Dreams Essay
Contest” for El Dia de los Ninos.
This event will be held April 26 from 10:00 a.m. to 5:00 p.m.
at the Columbus (Ohio) Cooper Stadium.
El Dia de los Ninos focuses on child safety and creating
positive influences on children in the
by declaring their own day of celebration.
The day includes a Children's Parade,
parties, traditional Latino foods, entertainment that includes
children's acts, dancing, craft tents
and much more. The
mayor of Columbus, other elected officials and more than 5000 people
have attended the day proclaimed
as a Columbus holiday to be honored on April 30.
Nationwide also will sponsor a "Dreams Essay
Contest" for students residing in Ohio in
1-12. The essays for grades 1-8 will focus on descriptions of a role
model or the characteristics they would want a role model or
hero to have. Those students in 1-4 (only) can submit a drawing of
their role model instead of writing an essay. Those in grades 9-12
are asked to describe what changes they would like to see in
the Latino community or in their community and how they can make a
positive difference. The contest encourages listening to the wishes,
dreams and aspirations of our children, and acts as a way to
increase awareness of the issues troubling Latino and all children.
Prizes will be awarded both to the student and their school for the
best essay in each grade group.
For a copy of the official contest rules please visit
www.nationwide.com or contact Marvin