So whilst Honda in the UK focuses on delivering on a brand promise of innovation and technology (“More forward’s please”), in the US Honda is sticking to a more tried and tested experiential route.
“Welcome to The Honda Ski Tour. This is a totally new experience designed to unite skiers, snowboarders and music lovers.” (ed. this is really not a new idea!)
As title sponsor for The Honda Ski Tour, a 3 month winter sports tour featuring ski racing, freeride competitions, and live music, Honda’s presence at each event will be highlighted with on-site displays of Honda vehicles as well as the presentation of 2007 Honda Elements to the overall tour winners in the Skiercross and Skier Halfpipe events.
Each event will feature the BaseCamp Music Experience, a live music festival featuring “cutting-edge bands” including Sean Paul, Three Days Grace, Tommy Lee, The Wailers, Blackalicious, and Gomez.
The events will be televised, via four one-hour features to air nationally on network television one week after each event.
As lifestyle events go, and despite the boast that this is a unique experience, I do really like the idea. The targeting is spot on – affluent outdoor lovers who need/use a 4×4. The website experience is actually pretty good – video streaming, good soundtrack etc. The ticket price for the events is very good at $15 for concert tickets and $99 all access.