Cross-Media Deal Takes Reuters.Com On An Unusual Ad Odyssey

In what is believed to be an online advertising first, Honda Sept. 22 will take Reuters.com for an unusual test drive. As part of an extensive cross-media ad deal to promote the 2005 Honda Odyssey minivan, Honda will become the exclusive advertiser on Reuters.com for a full 24-hour period.

The cross-media buy, which also includes outdoor ad exposure for ten hours that day on the Reuters sign in Times Square, as well as a street marketing promotion on Military Island in Times Square, will be followed on Sep. 22 by a street team of characters who will encourage passers-by to sit in the new 2005 Honda Odyssey minivan and have their picture taken and broadcast live on the Reuters sign.

The online advertising will feature original branding and advertising templates that will play off the outdoor and event promotion.

The cross-media campaign was created jointly by Reuters.com, Honda and its agency Rubin Postaer & Associates.

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