Honda: Tokyo Press Trip
by David Slade
Amplify was tasked by Honda to increase their presence in the lifestyle sections of national media, taking the brand beyond the more traditional car pages. Amplify partnered with the Metro to develop a series of stories using the Dream Factory platform and Honda's rich heritage in tech innovation as our focus.
Amplify organised a week-long immersion trip to Tokyo and took the Metro (Circ: 1,381,393) on the journey. The trip involved multiple angles and opportunities including a test track experience with the latest Honda cars, including the CR-V in Mottegi, as well as talks and showcases at the Robotics and Design centre in Waco, showcasing the latest developments with Honda's Asimo robot. Amplify also hosted Metro at the Tokyo Motor Show, giving access to Honda's latest futuristic electric concepts including the EV-STER.
Beyond this, Amplify organised for the Metro and Dream Factory Cultural Engineer Mark Stevenson to be taken on a technology tour of the city, where they got to view the latest cultural and technological innovations that Tokyo has to offer. Amplify created photography throughout the trip and produced a video which brought the whole experience to life and featured on the Metro and Honda websites (see above).
The resulting coverage reached an estimated 13,011,612 consumers and embedded Honda as a forward-thinking and culturally significant brand.
View the PR clippings
