HONDA U.S. HISPANIC SHOP WIDENS REACH

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American Honda Motor Co. is touting its Civic and Accord models in 15 Latin American countries in a new campaign created by the carmaker's U.S. Hispanic shop.

The effort is Honda's first comprehensive marketing campaign designed in the U.S. but strictly for export, said Roberto Orci, president of La Agencia de Orci & Asociados, Los Angeles, Honda's U.S. Hispanic agency.

During the next three weeks, the campaign will begin breaking in such markets as Argentina, Brazil, Chile, Colombia, Paraguay, Peru and Venezuela. Not included is Mexico, handled by Arredondo de Haro, Mexico City.

A unifying theme throughout the three TV and eight print ads is the car's positioning as a premium automobile.

The advertising was designed for all markets but allows for alterations as needed in each country, Mr. Orci said. Media buying is being done in-country by existing dealer or distributor agencies.

Generic running footage and collateral work previously had been created by Honda Motor in Tokyo and assembled into finished advertising by the local Latin American agencies. But a recent re-engineering of Honda's corporate structure gave the U.S. operation responsibility for much of Latin America, he said.

"To do something like this well takes a lot of resources," said Mr. Orci, whose staff of 50 hails from 11 countries.

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