The Client:

With billings nearing one billion worldwide, leading independent advertising agency RPA has carved out a unique niche for themselves. As Honda and Acura's long-time agency of record, RPA is charged with making a globally respected brand appealing to the widest possible audience. RPA has built a trusted reputation that resonates throughout its disciplines, which include traditional advertising, interactive and direct/event marketing. Other clients include the California Department of Public Health, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino.

The Challenge:

RPA approached TRUST to promote its campaign introducing the all-new 2012 Honda Civic, which came out in April 2011. TRUST then designed a comprehensive PR plan to promote the agency's unique, fully integrated national advertising campaign, To Each Their Own.

While Honda is an established brand, RPA came up with an interesting concept utilizing a cast of unique characters, including an urban woodsman, a zombie, a poufy monster, a ninja, and a champion luchador. The spots present the great variety of Civics as more than a mere mode of transportation: the car is infinitely customizable; the perfect canvas for personalization; and versatile enough, with its array of models, to offer the perfect vehicle for anyone.


TRUST's responsibilities were two-fold: to generate coverage from heavyweight media outlets for the Honda automobile as well as securing coverage for RPA and its creative leaders.

The Strategy:

In a truly collaborative effort between a PR firm and a powerhouse agency, TRUST and RPA built a comprehensive strategy, pitching top car-related consumer trades, car blogs, creative and ad trades, and top media outlets such as The New York Times and The Wall Street Journal. With extensive reach both inside and outside of the advertising and media industries, TRUST was perfectly positioned to generate multiple stories showcasing RPA's impressive work.

The Results:

TRUST successfully pitched major stories to a bevy of diverse outlets, including Adweek, Creativity, LA Egotist, Media Bistro, Brand Channel, and Car Scoop, among others, creating incredible industry buzz around To Each Their Own.

Ultimately, TRUST's seamless collaboration with RPA's in-house PR group paved the way for a dynamic partnership in which TRUST was an active participant in the agency's ongoing PR strategy conversation, while also a nimble PR consultant, exercising its autonomy and unique experience.

Because so much attention swarmed the campaign upon its April launch, RPA chose TRUST to handle PR for an ambitious digital interactive expansion, the "Super Civic Quest" scavenger hunt, which starred the champion luchador character from the original spots. The agency engaged TRUST to expand its PR efforts. In turn, TRUST delivered a major hit in Wired, driving strong traffic to the massive online experience, which gallivants through every social media website of note and includes unique applications and badges.