Honda wins AMI award
Honda Australia has won the Australian Marketing Institute's (AMI) Victorian Award for Marketing Excellence for their innovative Red Riders programRed Riders was introduced in November 2004 as an internet based 'club' for kids aged 6 to 14 who are interested in mini bikes. Ten months later, the club now has 9000 members and is continuing to grow on a daily basis.
The AMI award recognises and rewards outstanding examples of marketing programs in accordance with best practices criteria. Entries are accepted across 11 categories including Relationship Marketing, the category in which Honda took the honours for their inventive program.
Red Riders comprises a website (www.redriders.com.au) complete with competitions, prizes, video clips, wall papers, screen savers, e-cards, riding tips and safety information, details of mini bike ride days, and a section for parents as well as section for kids to send in a personal photo and story.
Once a child joins the club they receive a free sticker kit, individual membership card with an exclusive number, and safety DVD to watch with their parents.
"At Honda we are very proud of our Red Riders program. We feel very passionately about the holistic approach it takes to engaging kids in the world of motorcycling and are confident that long term strategies are the way for our organisation to continue to grow," said Marketing Co-ordinator Rohan Kemp.
State award winners go on to compete for the Marketing Program of the Year to be presented in Sydney in October.
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