Reuters.com has received its first-ever 24-hour full website takeover by Honda, for a campaign to introduce the 2005 Odyssey minivan in the United States on September 22.
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A Reuters spokesman told Poynter Online it is believed to be the first time a major advertiser has executed a 24-hour full site run – blocking out all other sponsors – on a large, mainstream website as part of an online media campaign. But an MSNBC.com spokesperson told Poynter that this has been done before – MSNBC.com occasionally has sold such ad site takeovers for several years.
Poynter said the buy is also cross-media, including Honda’s message on the Reuters sign in New York’s Times Square and a street marketing campaign on Military Island, also in Times Square.
