CIVIC TOUR SET FOR RE-LAUNCH IN SPRING
Copyright 2002 Entertainment Wire

[ February 4th 2002 ]

Marketing Factory Inc. a Venice, Calif.-based entertainment marketing agency, has again been selected to produce Civic Tour 2002 by American Honda Motor Co., Inc. and their advertising agency, Rubin Postaer and Associates, based on the outstanding success of Civic Tour 2001, which featured pop-punk rockers blink-182 in major markets, followed by Everclear in secondary markets.

Created last year to help Honda introduce the redesigned Honda Civic 2001 model to the contemporary youth market through music, Civic Tour 2002 will launch the all-new Honda Civic Si to savvy consumers. Civic Tour is a unique program that allows music fans to catch one of their favorite bands, while also having the chance to win a custom-designed and autographed Honda Civic Si by a popular band, to be announced in a press conference from New York City on February 15.

MFI, which specializes in helping companies promote their brands through music marketing programs, developed Civic Tour's cross-media marketing program to be implemented through the national tour of a popular, multi-platinum rock band playing in major arenas across the country. The band will customize a Honda Civic Si, which will be given away to lucky fans through an online national sweepstakes at the official Civic Tour Web site, civictour.com. Additionally, fans will have more chances to win one of the limited edition customized Civics via media contests to be announced in the near future.

Working in tandem with Honda's national advertising, Civic Tour is an integrated marketing program to help align the new Civic Si with youth culture and lifestyle, allowing Honda to further tap into the growing young adult market. When the first Civic Si was introduced in 1986, it began rewriting the book on street-car performance. The new '02 Si will allow owners to write what happens next. The Civic Si Hatchback breaks new ground in high performance, advanced engineering, safety, functionality and style. Equipped with an all-new version of Honda's VTEC engine, the Si's 2.0-liter, DOHC, i-VTEC produces 160-horsepower and 130-ft lbs. of torque in a lightweight, environmentally friendly package.

Based in Venice, Calif., marketingfactoryinc. is a full-service boutique entertainment marketing agency, specializing in merging music and popular lifestyle brands. Since incorporating in April of 1999, marketingfactoryinc. has enjoyed successful partnerships with national clients by developing and producing innovative entertainment marketing campaigns, connecting brands with bands.

marketingfactoryinc. created and continues to produce Civic Tour for American Honda Motor Company Inc., which debuted in 2001 with blink-182 and continued with Everclear. Also in 2001, marketingfactoryinc. developed promotional programs for Acura in support of the Acura Music Festival, as well as mp3.com for Heineken. Recently, marketingfactoryinc. created and produced promotions for the Vans Warped Tour, Spin Magazine and ChickClick.com, while also servicing Yahoo!, Sony PlayStation, Diamond Rio, Wherehouse Music, OP, and EIDOS Interactive.

Honda is one of the world's preeminent engine-makers, and built more than 12 million engines globally in 2001 for its diverse line-up of automobiles, motorcycles, power products and ATVs. Honda began operations in North America in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. Honda began assembling motorcycles in America in 1979, with U.S. automobile manufacturing starting in 1982. Honda designs, manufactures and markets its products in North America and worldwide using domestic and globally-sourced parts. Honda currently builds products in 11 manufacturing plants in North America, with three major R&D centers in the U.S.

Rubin Postaer and Associates is an independent, full-service advertising agency with billings totaling $850 million. The agency represents: American Century Investments, American Honda Motor Co, Inc. (both Acura and Honda vehicles), ampm convenience stores, ARCO Products Company, Gardenburger(R), The Getty, Morningstar, Inc., UNICARE (Division of WellPoint) and VH1. In addition to its Santa Monica headquarters, RPA operates a full-service office in Chicago, along with six additional media-buying offices across the U.S.