Building Honda's reputation in Washington, D.C. as the most effective foreign-owned carmaker

Honda, a car manufacturer, launched an online campaign in Washington DC to demonstrate its contribution to wider societal issues, target its DC elite audience and improve perceptions of the brand.

Campaign details

Brand: HondaAgency: APCO Worldwide

Summary

Foreign-owned companies in the United States have never been under more scrutiny, or faced more pressure, to effectively tell their story than under the current Administration. Honda has been operating successfully in the United States for more than 50 years but felt it needed to increase awareness among key policy-maker audiences in Washington, DC about its contribution to the economy and to wider societal issues. Honda engaged APCO to create a largely online campaign to reach this elite DC-based audience and improve perceptions of the company relative to the rest...

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