American Honda Motor Co. and its agency, RPA, Santa Monica, Calif., are launching a five- to 10-year long-term plan to woo 30- to 44-year-olds to buy its Accord models. The initiative begins this month with a rich-media push on Yahoo!, MSN and AOL, a microsite of movie clips done in conjunction with IMDB and sponsorship of Gen X-related content on MTV.com.

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