RPA Takes Honda's Electric Car To N.Y.

A new print campaign helps clear the path for Honda’s EV Plus electric vehicle to hit the Big Apple.
American Honda agency Rubin Postaer and Associates created the campaign, which will break next month in New York City as well as California, where the car has been available for the last 18 months. Newspaper-only ads will likely run in New York, although the media schedule has not been finalized, according to agency and client officials.
The first magazine ad is scheduled to break in the July 20 California edition of The New Yorker and will subsequently run in other regional editions of upscale national magazines including Smithsonian, Outside and Architectural Digest.
The ads target readers who are “predisposed to drive an electric vehicle,” said Deborah Lopez-Pappalau, account executive at the Santa Monica, Calif.,