• Adweek, Thursday, April 6, 2006 11:49 AM

Automaker Honda is preparing a new, integrated marketing effort to support the introduction of its new Fit subcompact, which is expected include some nontraditional elements such as back-to-back TV spots in a single commercial pod. Radio, print and outdoor are also in the mix, which will begin with a series of five-second TV spots to trumpet the car's arrival. The spots, all different in character, "will be quick and fun," said Honda senior vice president of automotive operations John Mendel. The campaign is tagged "The Fit is go!" Mendel said Honda's "nontraditional approach" in the look and feel of the advertising would appeal to both first-time car buyers and empty-nesters looking for something more youthful and practical. Ad spending for the effort was not disclosed, but estimates indicated the marketer will spend $50 million. Last year Honda spent $140 million in measured media to support the relaunch of its Civic model. The Fit is already familiar in Asia, Latin America and Europe and in the U.S. will compete with the recently redesigned Chevrolet Aveo, the sales volume leader and least expensive entry in the subcompact category.

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