Honda Leverages Latino Brand Awareness Via Telemundo’s Premiere Of LA Marathon.

American Honda Motor Company Inc. supplemented its existing marketing campaign surrounding the Los Angeles Marathon by breaking a new ad during the first broadcast of the event on Spanish-language TV. On March 2, La Agencia de Orcí & Asociados, Honda’s Hispanic marketing agency of record, debuted the ad during the historic broadcast of the marathon on Telemundo’s KVEA.

By airing this spot, Honda took advantage of Telemundo’s expansion of content. This year, KVEA provided coverage of the marathon in Spanish, while its sister station KNBC aired the event in English. Honda, the “presenter” of the City of Los Angeles Marathon as well as a sponsor of the Students Run LA (SRLA) program, reinforced its strong brand presence in the Los Angeles Latino marketplace by placing the ad during KVEA’s coverage.

Honda’s complete Hispanic LA Marathon campaign, which was created by La Agencia de Orcí & Asociados, profiles SRLA participants to generate pride among Hispanic community members and generate support for participants. The campaign consisted of TV spots, a radio spot and billboards posted throughout greater L.A. County. Honda has sponsored the SRLA program for the past seven years. The SRLA program provides at-risk kids the opportunity to train for the marathon. Seventy percent of the SRLA participants are Hispanic.

Students Run Los Angeles

Students Run Los Angeles (SRLA) is an after-school intervention program for at-risk youth in Los Angeles. SRLA participants commit to a 10-month training program in preparation for completing the 26.2-mile City of Los Angeles Marathon. The program operates out of over 150 middle and high schools under the direction of 250 volunteer teachers/leaders. The program serves more than 2,000 students annually, with more than 13,000 having participated since the program’s inception in 1989. For more information refer to http://www.srla.org