Objective:

Create excitement around the launch of the TL Increase awareness, consideration and intentions for the TL Create "halo" effect for Acura - generate interest in the brand.

Target Audience:

Male and Female, 60/40 20-59

How Magazines Were Used:

Magazines allowed for broad reach in placements relevant to our target and in-line with our brand goals. We also utilized cross-platform media ideas with magazine partners to enhance TL's "Power" message, such as involvement in BusinessWeek's Power 100 program, Esquire House and The New York Festival.

Results:

Ad awareness increased 6% to 59% and Consideration shot up 9% to 66%.(Marketing Evolution Ad Tracking Report 2/4/09)

Industry Awards:

Other Recognition:

Comments: