Honda wants to "Start Something Special" with U.S. buyers

08/25/2013 | Advertising Age (tiered subscription model)

Honda is adding the new tagline and theme of "Start Something Special" to all of its retail and branded advertising. The new line is the first shift in direction under agency RPA after its loss of the Acura account, and does not replace the global "The Power of Dreams" tag. "The idea is that it's not a car, it's a relationship," said Mike Accavitti, American Honda's senior vice president of automotive operations.

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