Honda launches customer title Dream through River

LONDON - Honda is launching a customer magazine to target owners of its cars, motorcycles and power equipment.

The car manufacturer has appointed River Publishing to launch the magazine, which will be mailed to Honda customers each quarter.

Initially, 150,000 Honda owners will receive the title but this circulation will increase with each issue. Honda hopes that the magazine will help retain its 400,000 UK customers and build loyalty.

The title is called Dream to fit in with Honda's "Power of Dreams" advertising strategy, created by Wieden & Kennedy.

Dream will feature articles on cars, bikes, marine technology and power equipment. The first issue carries a feature on Honda's humanoid robots and jet engines.

The magazine will contain competition and feedback forms to enable Honda to capture data on its customers.

Steve Oliver, head of Honda UK's customer department, said: "By getting to know them better, we'll be able to match our customers' future needs, even before they have consciously come to market.

"The sheer diversity of the Honda brand gives dream a unique opportunity for us to cross-sell to our customer base. The publication will also be a great vehicle for addressing queries in a topical and timely manner."

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