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Honda to Unveil First-Ever National Tunnel Advertising Campaign

Civic ads to appear in subway tunnels in Boston, New York, Chicago and San Francisco

New York, NY- September 28, 2005 – American Honda Motor Co., Inc. will become the first advertiser to unveil a national tunnel advertising campaign as part of the launch of the Company’s all-new 2006 Civic.The campaign will run October – November and appear in subway tunnels in Boston, New York, Chicago and San Francisco.

Tunnel advertising is a new way to reach consumers and offers high impact and high recall. A recent Edison research report upon effects of tunnels advertising places unaided recall of tunnel advertising at 84%. Although tunnel ads have been running in limited markets, this is the first time for a national campaign.

By posting a series of static images, the movement of the train allows passengers to feel they are watching a television commercial. The creative incorporates individual shots from the national television commercials that began running in September.

Honda’s advertising agency, RPA in Santa Monica, Calif., was looking for a way to represent the new energy and attitude of the Civic and to present the vehicle in a different way as part of its comprehensive campaign.

“Sidetrack and Submedia made this quite simple for us. They packaged nearly every city available today into one plan that will get our message in front of millions of commuters on a daily basis in the top markets in the country”, said Sharon Enright, Associate Media director at RPA.

The two Companies, SubMedia and SideTrack combined marketing efforts for the first time on this account and are pleased with the results. Speaking at this week’s OAAA Alternative Media Showcase; Peter Corrigan and Rob Walker, CEOs of the respective companies said “This makes total sense. Our markets are very attractive as a national platform. We have to make it simple for the client to access our medium.”

Also at the OAAA event; the two Companies jointly released a collection of independent research completed to date on the medium’s effectiveness, which back all claims of high impact, high recall.

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Contact Details:

RPA: Janel Steinberg, This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , 310-633-6182

SubMedia: Peter Corrigan, This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , 212-849-6979

SideTrack: Rob Walker, This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , 204-663-4989

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