Acura has started the release campaign of its 2015 TLX performance luxury sedan with the biggest marketing chain of events in the brand's history. The new car, which sports dynamic proportions and premium luxury, is the main object of a 360-degree campaign under the slogan "It's that kind of thrill."

The official start of the campaign is scheduled for August 17 with a TV anthem spot that is called "My Way", which captures the passion with which the Acura team developed the new 2015 Acura TLX. The emotionally engaging spot features a modern rendition of the iconic song My Way as the soundtrack for images shot onsite at the R&D and manufacturing facilities that were integral to the TLX development. "My Way," and eight additional 15-second spots featuring high-energy music tracks, will run on high-profile national TV programming throughout the late summer and fall.

"The TLX heralds a new era for the Acura sedan lineup and the scale of the marketing effort behind the launch signifies the importance of the model both to the brand and its position within the luxury sedan market," said Michael Accavitti, senior vice president and general manager for the Acura division. "The TLX delivers a thrill like no other and the marketing effort delivers that message front and center in an emotionally engaging way."

In early September 2014 Acura will also focus on Facebook users with a massive video road block with TLX videos that will reach nearly every person who has a Facebook account. Twitter will have its share too - Acura will run a unique Twitter Cards execution that will allow users to design a car directly within a Tweet. Acura will be using both Promoted Tweets and Promoted Accounts to support this initiative. Yahoo and MSN will also have homepage takeovers while Slate, Business Insider and Car & Driver will have custom digital content. In addition to get customers up close to the TLX, the model will be the featured vehicle at The New Yorker Festival in October and the Sundance Institute NextFest film festival in Los Angeles in August.  Acura is also sponsoring a series of Pop-Up dinners across the country and select nights at the Hollywood Bowl; each venue prominently features the TLX. To capture attention on a large scale, TLX will be featured on several large wallscapes, billboards and street level displays in nine key markets.

As to tech specs the new Acura TLX will have two powerful and efficient direct-injected engines: the 206 horsepower (151 kW) 2.4-liter DOHC inline 4-cylinder, and a 290 horsepower (213 kW) 3.5-liter SOHC V6 unit. The first one is mated to an eight-speed dual-clutch transmission (8DCT) with torque converter, while the second comes mated to the nine-speed automatic transmission (9AT). There are also two next-generation Acura precision-handling technologies included: Precision All-Wheel Steer (P-AWS) and Super Handling All-Wheel Drive (SH-AWD).

Source: Acura