Acura Launches New Marketing Campaign for March Madness

Acura, part of Honda Motor Company, will debut an innovative multi-media marketing campaign featuring the all-new 2015 Acura TLX sports sedan, during March Madness.

The campaign titled “Official Vehicle of Everything Thrilling,” launches this month and will run extensively across ESPN digital and TV platforms, on the Bleacher Report, and during coverage of the college basketball championships.

The new Acura TLX campaign, themed around the TLX tagline “It’s that kind of thrill,” includes a broad mix of marketing activations aimed at driving conversation about the new TLX sports sedan. The campaign is designed to engage fans with exclusive opportunities to be the first to own the TLX.

“This new TLX will deliver a thrilling and exhilarating driving experience,” said Mike Accavitti, senior vice president and general manager of Acura. “The same spirit and passion for performance that inspired the development of the TLX is at the heart of the college basketball tournament experience. For players and fans it’s the most thrilling time of the year, and it’s an ideal platform to build awareness and anticipation for the TLX.”

Acura’s presence during the college basketball championship season follows the brand’s recent major commitment to NBC affiliates in key U.S. markets during coverage of the Sochi games in February.