- Passport campaign introduces America to newest Honda SUV, more powerful than CR-V and more off-road ready and personal than Pilot
- Integrated campaign emphasizes Passport’s sporty and rugged styling – perfect for exploring the great outdoors and enjoying its on-road refinement
- Campaign stretches across TV, print, outdoor, radio and digital with a larger social initiative launching in spring
Honda is debuting an integrated marketing campaign for the 2019 Honda Passport (https://automobiles.honda.com/passport), “Your Passport to Adventure,” to highlight the highly capable and versatile adventurous spirit of Honda’s all-new SUV: https://honda.us/YourPassporttoAdventure. With a modern, spacious interior and numerous high-tech features, the 2019 Passport fills an important role in Honda’s award-winning SUV lineup: larger and more powerful than CR-V and more off-road ready and personal than Pilot.
“Your Passport to Adventure” showcases the brand-new Honda Passport as the perfect vehicle for exploring the outdoors, playing off the vehicle’s name with passport-inspired stamps as a visual nod to the spirit of adventure. “Your Passport to Adventure” will air on television and be featured in print, out of home and on digital properties. In spring, the campaign expands to Honda’s social channels with additional engaging content geared toward inspiring outdoor enthusiasts. The Passport’s social campaign will also tap adventure influencers to document their experiences, including some daring adventures with Passport.
“Our new ‘Your Passport to Adventure’ marketing campaign perfectly captures the kind of adventurous lifestyle the new 2019 Honda Passport was designed to help our customers fulfill,” said Susie Rossick, Assistant Vice President of Honda Auto Marketing at American Honda Motor Co., Inc. “We created the campaign to showcase how the Honda Passport is comfortable and refined in everyday driving, but with an adventurous spirit that also lets you take off for the road less traveled.”
“Your Passport to Adventure” Campaign Elements
The 2019 Honda Passport marketing campaign begins airing on national TV starting this week – including during the biggest awards night for film in select markets– and features two :30 “Your Passport to Adventure” spots and a third :30 spot, titled “Sometimes.” In the first “Your Passport to Adventure” spot (https://honda.us/YourPassporttoAdventure), a couple goes on an epic cross-country trip traveling in and out of breathtaking terrains like pages in a passport book. The moments are punctuated by passport-inspired stamps. The second “Your Passport to Adventure” commercial (https://honda.us/YourPassporttoAdventureElite), highlights the rich feature content of the Passport Elite, including a wireless charger, ventilated seats and hands-free access power tailgate. “Sometimes” (https://honda.us/Sometimes) is composed of aspirational vignettes that show how the Passport Elite trim can be a partner in the quest for adventure. Aimed at reaching African American consumers, “Sometimes” highlights key Passport features, including Honda’s Intelligent Traction Management System, underfloor cargo area and hands-free access power tailgate. In addition to national TV, Passport media will include a mix of sports programming, including high-profile sporting events – during key NHL and NBA match-ups, as well as homepage takeovers on ESPN and CBS Sports, and will also run throughout primetime video on demand.
The outdoor campaign uses location-specific headlines to encourage people to get out of their respective cities and into the wilderness, which is often closer than they think. The imagery is based on the visual style found in actual passports, and each headline is made out of passport-inspired stamps. One billboard in Manhattan urges people to “Cross bridges beyond Brooklyn.” Another in Boston reminds people to “Leave the red brick roads behind.” The high impact out of home ads will run in top markets including Los Angeles, New York, Denver Chicago, Boston and Philadelphia.
Passport will be featured in print within active lifestyle publications including: Outside Magazine, Travel and Leisure, National Geographic and Men’s Health. Both the print and out of home campaign creative feature four different environments for Passport adventuring: desert, mountains, coastal and forest.
Additional integrated media for Passport includes partnerships with adventure-centric brands like ESPN, Gear Patrol, Outsideand Havoc, tapping into adventure expert talent to showcase the Passport within active outdoor settings. Passport will also be featured through Honda’s immersive music (Honda Stage) and gaming properties (partnership with Twitch).
The 2019 Honda Passport
The 2019 Passport is the newest addition to Honda’s award-winning SUV lineup and delivers a unique combination of on-road driving refinement and off-road capability along with best-in-class interior space. Designed for adventure-seekers who want the exceptional on- and off-road capability of Honda’s available i-VTM4™ torque-vectoring all-wheel drive system, the power and towing capability of its 280-horsepower 3.5-liter i-VTEC® V6, and the more personal and rugged character of a five-passenger SUV, Passport fits between the refined and compact CR-V and the larger, family-focused three-row Pilot.
The all-new 2019 Honda Passport comes standard with 20-inch wheels, a blackout grille, the Honda Sensing® suite of advanced safety and driver-assistive technologies, as well as higher ground clearance and wider track than the three-row Pilot. Along with Passport’s best-in-class interior passenger space and total interior volume, the SUV features a large “basement” cargo area ideal for storing dirty gear or keeping valuables out of sight. Key premium technologies available on Passport include in-vehicle 4G LTE Wi-Fi, Apple CarPlay® and Android Auto™ integration, a high-resolution 8-inch Display Audio system, heated and ventilated front seats, wireless phone charging, and more.
Honda offers a full line of reliable, fuel-efficient and fun-to-drive vehicles with advanced safety technologies sold through over 1,000 independent U.S. Honda dealers. The Honda lineup includes the Fit, Civic, Insight, Accord and Clarity series passenger cars, along with the HR-V, CR-V, Passport and Pilot sport utility vehicles, the Ridgeline pickup and the Odyssey minivan.
Honda has been producing automobiles in America for more than 35 years and currently operates 19 major manufacturing facilities in North America. In 2018, more than 90 percent of all Honda brand vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.