RPA's estimated $50 million spring launch for American Honda Motor's Fit subcompact will take a "non-traditional" approach aimed at first-time buyers and empty-nesters. "The Fit is go!" campaign will introduce the new model with a series of five-second TV spots, as well as radio, print and outdoor ads. The campaign is "youthful, fun, hip," said David Smith, SVP, creative director, at RPA in Santa Monica, Calif.
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