The document outlines Mazda's 2003 marketing communications campaign for the Protege5 vehicle. The campaign's objective was to increase awareness, interest, and sales of the Protege5. The target market was generation X and generation Y males aged 18-34. The media plan focused on print ads, direct mail, email, and gifts with a budget allocation across each channel. The campaign aimed to position the Protege5 as fun to drive with sporty styling and practicality to appeal to the lifestyle and values of the target generations.