Calgary’s ClearMotive Marketing Group has been named creative AOR for Honda’s motorcycle, ATV, power equipment, marine and engine division. The announcement follows a competitive review of the non-automobile division, which began last October.

The focus for the creative will be to grow Honda’s ridership among new motorcycle riders, emphasize the brand’s family focus and highlight the “fun but safe” experience of riding Honda motorcycles, says Chad Kroeker, CCO, ClearMotive.

The agency was chosen, he adds, because of its existing knowledge of the motorcycle industry, having worked with extreme sports groups and motocross racing in the past.