2015 Acura TLX Marketing Campaign Is Acura's Biggest Ever | Edmunds

2015 Acura TLX Marketing Campaign Is Acura's Biggest Ever


Just the Facts:
  • The 2015 Acura TLX luxury sedan is the focus of the brand's biggest marketing campaign ever, as American Honda attempts to unseat some tough rivals.
  • The Sid Vicious cover of the Frank Sinatra standard "My Way" sets the tone for the new campaign.
  • "The scale of the marketing effort behind the launch signifies the importance of the model both to the brand and its position within the luxury sedan market," said Michael Accavitti, Acura senior vice president and general manager.

TORRANCE, California — The 2015 Acura TLX luxury sedan is the focus of the brand's biggest marketing campaign ever, as American Honda attempts to unseat some tough rivals.

The Sid Vicious cover of the Frank Sinatra standard "My Way" sets the tone for the new campaign.

"The scale of the marketing effort behind the launch signifies the importance of the model both to the brand and its position within the luxury sedan market," said Michael Accavitti, Acura senior vice president and general manager, in a statement on Monday.

The TLX, which replaces the Acura TL and TSX, is on sale now. It targets such heavy hitters as the BMW 5 Series, Infiniti Q50 and Lincoln MKZ.

The TLX marketing offensive includes a unique Twitter Cards initiative that will allow consumers to design a car directly within a Tweet. A TLX Facebook campaign kicks off in early September.

The campaign focuses on specific TLX product highlights, including Siri Eyes Free voice-command capability, Precision All-Wheel Steer and Super Handling All-Wheel Drive or SH-AWD. The car's sporty performance is also central to the marketing effort.

Honda turned to its engineers and developers at its R&D and manufacturing facilities for the TLX campaign.

"We built this one for us," is one of the rallying cries of the campaign.

The campaign launches on August 17 on more than 25 cable networks. The TLX will be featured on ESPN's SportsCenter with a month-long sponsorship of top college football highlights.

Edmunds says: Car shoppers need to be educated about the newest member of the Acura stable. Honda is using everything from punk rock to serious engineers to get out the message.

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