Honda kicks off its third Civic Tour next month with MTV’s “Total Request Live” as title co-sponsor, two headlining alternative bands and increased promotional support.
The tour, which runs from April 8 through June 7, features Good Charlotte and New Found Glory. The bands will customize and give away 12 Civic SI three-door cars-two via a sweepstakes at civictour.com, two through on-air “TRL” promotions and eight by various radio and other promos.
This year, Honda is incorporating a Civic Tour Non-Stop Music Lounge at the majority of its venues. Visitors to the 35-by-35-foot lounge can check out sound equipment or hang out by the video arcade or DJ booth. While they are there, consumers can enter a sweeps to win tickets to a Civic Tour show at Alpine retail locations. Another sweeps through “Blender” magazine is dangling tickets and the opportunity to meet the bands and write a story for the publication.
The lounge is sponsored by Alpine, the sound system provider for the cars. The Marketing Factory, Inc., Venice, CA, created and produced the tour; Irvine, CA-based American Honda Motor Co.’s lead agency, Rubin Postaer and Associates, Santa Monica, CA, handles ads.
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