Firm gives a hand to Honda with sales prep events.

Campos Creative Works Inc. knows how to sell cars.

The Santa Monica-based producer of corporate events currently has four projects for automakers, but the launch of the new Honda CR-V ranks as its most plum assignment.

The CR-V has a loyal customer base and has become a big seller for Torrance-based American Honda Motor Co. Inc. For marketing purposes, Honda insisted on keeping images of the sedan-SUV crossover secret until Sept. 1.

Meanwhile, Campos had to train 7,000 salespeople from Honda dealerships at events in 22 cities. Five of those events took place before the car's public Unveiling, starting with an Aug, 14 gig in Los Angeles.

Because of the embargo, Eric Germansky, executive producer of the tour, said the car was kept under wraps--literally--before and after every event. Even when salespeople were allowed to take it on a track for a test drive, the distinguishing design features were taped over.

The car's appearance inspired the tagline "Something New to Crave," developed by advertising agency Rubin Postaer & Associates in Santa Monica. The salespeople's first look at the CR-V occasions "a lot of applause and a lot of wows," said Greg Williams, creative director at Campos. "The idea is that when you see it, you'll crave it. ... We took that and re-interpreted it for the sales force."

After the unveiling and an introduction, the sales training event divides into four breakout sessions. The first consists of a walk around the car and an explanation of its technical features.

The second session examines the SUV crossover category, which Honda estimates will grow by 600,000 vehicles per year until 2010. "The success of the current CR-V has primarily been driven by females," according to the company, especially young marrieds and empty nesters.

The company sees costly gas as a new motivation for small SUV buyers. "As fuel prices go up, everybody starts rethinking if they have to have a new SUV or minivan," said Williams. "The CR-V gives the best of both worlds. You have the functionality for kids or hauling stuff around, but you don't have the hugeness of a full-sized SUV."

At the same time, car buyers in general are changing thanks to Internet access. They now arrive at the showroom having researched the models they want. The event's third session prepares the sales staff by comparing the CR-V against its major competitors, the Toyota RAV4, Ford Escape and Jeep Liberty.

A test drive completes the day's training.

Williams believes non-automotive companies should take note of the event's value in anticipating the sophistication of today's comparison shoppers. "You've got to do everything in your power to make sure your salespeople are knowledgeable and ready," Williams said. "With this event, we keep it entertaining so they don't feel like they're going to school. At the same time, they're learning. Small and medium companies should figure out ways to incorporate that into their business so they know everyone who works for them has a common vision."

The 2007 CR-V goes on sale Sept. 28 with a sticker price between $20,395 and $25,450, depending on options.