Honda's 'Happy Days' Leans on Web

LOS ANGELES American Honda Motor’s annual “Happy Honda Days” holiday campaign relies more on the Web this year than ever.

Using Christmas greeting cards as a theme, the integrated program includes four broadcast spots running through year’s end, as well as outdoor and radio. But the Web has graduated from a sidelight in previous years’ holiday pushes to a critical component.

“We’ve gone from simple banners with offers to a campaign that really ties in with the television campaign visually,” said Fern Shlauter, management supervisor at RPA’s interactive group, who’s been working on the national campaign at the Santa Monica, Calif.,