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A New Era of Marketing at Acura is Underway
By: The Drum
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Luxury automaker Acura is out with a new campaign for its 2018 TLX sedan that it says reflects a new era in Acura marketing. That’s because the brand is going back to its roots with messaging about Precision Crafted Performance and an overarching thesis that includes exhilarating experiences, youthful optimism and meaningful innovation.

“If you don’t have a thesis, you chase what’s interesting,” said Ed Beadle, senior manager of integrated marketing, of the brand’s previous efforts, adding Acura tended to stay within the script used by other luxury car brands.

More recently, however, Acura did some soul searching and decided to focus on its origin as the performance division of Honda.

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This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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