Acura is using an extensive media plan for the 2014 RLX launch that Honda Motor hopes will lift the entire brand, writes Karl Greenberg. Using the theme "Luxury, taken to a whole new level," Acura's sponsorship of the NCAA men's college basketball series extends to branding the ESPN Tournament Challenge brackets across TV, digital and social media. The campaign includes extensive print at The Wall Street Journal, The New York Times, Forbes, Travel+Leisure and Wired, as well as further cable efforts on Bloomberg and CNBC.

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