Acura is planning a massive media push to promote the TLX. It will involve TV, live sports, online video and other digital ad media. I found the quote from Acura's brand manager Mike Accavitti pretty funny. He said, "It's not like we have a bad reputation that we need to overcome. It's just we have a nondescript reputation."
The ad campaign's tag line will be "It's that kind of thrill." The ads are meant to highlight the TLX's sporty performance, and technologies, like Siri Free iPhone integration and its AWD system.
40% of the campaign's budget will be spent on broadcast TV and online streaming video of the same commercial clips. A third of the budget will be spent on digital ads, and 21% will buy time on sports braodcasts, including a month long sponsorship of college football highlights on ESPN. The rest is a mix of out-of-home and other areas. Homepage takeovers on yahoo and msn are also planned.