Cairns Oneil Strategic Media has been selected as the Canadian media agency-of-record for Honda Canada’s Powersports Division following a competitive review conducted by an independent third party. The agency will be handling media planning and buying for the Motorcycle, ATV, Side-by-Side, Marine and Power Equipment division of Honda Canada, both regionally and nationally.

Ryan Kelly, assistant VP for Honda Powersports and power products, says, “Honda Canada and Honda Powersports aim to support our unique brand and our dealer partners with an integrated and strategic approach to media. Working with a single media partner across our national and regional businesses with a partner like Cairns Oneil, we’re in the best position to meet our long-term objectives.”

The appointment of Cairns Oneil launched at the beginning of April.

Cairns Oneil president Devon MacDonald says, “We’re proud to partner with Honda Powersports in support of an amazing set of exciting products and offerings. Integrating their media across the country and regions gives them a new view into planning and new optimization and learning abilities too.”

MacDonald expects the advertising to be mainly digital, which is why integration across the regions and country is so important. Work is in market now for the Honda Powersports spring program.

He adds, “Our transparent and agnostic approach were critical in our approach with Honda, and all our clients. That plus our data warehouse and analytics platforms gives them the information they need to fully support their businesses and stakeholders.”

Last month Media Experts was appointed media agency of record for Honda Canada’s Honda and Acura brand vehicles.