Honda ad campaign extols economic impact as plant reopens
LONDON - Honda will promote its contribution to the UK economy, as the embattled automotive industry attempts to present a positive image.
The car maker is running a push to highlight how reopening its Swindon production line, which shut in February, will benefit UK businesses.
The week-long campaign, which breaks on 15 June and was created by Wieden & Kennedy, centres on 'the Honda effect', a phrase coined by the Governor of the Bank of England, Mervyn King, to describe the impact of resuming production on economic output.
Ian Armstrong, Honda's customer communications manager, said he was keen to counter recent negative headlines by issuing a 'controlled positive message' through a promotional campaign.
Each day, Honda will run a different execution showing the indirect impact of its employees returning to the production line, including a rise in sales of tea.
Honda's activity follows Ford's launch of a brand campaign, which broke last month. The campaign was designed to position Ford as a desirable marque in a move away from its traditional, model-led advertising.
Marques such as Kia and Volvo have also been focusing on brand-building initiatives.
Honda assembly line
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