LAS VEGAS, Nov. 5 /PRNewswire-FirstCall/ -- Chrysler Group is scheduled to
announce at a 2 p.m. Pacific time press conference today the formation of a
multi-year partnership between Sony Music Entertainment artist Celine Dion and
the Chrysler brand. The agreement encompasses a wide array of marketing,
promotional and advertising opportunities between one of the world's great
vocal artists and one of America's great automotive brands.
The partnership launches in early 2003 with a Chrysler brand TV spot
featuring Ms. Dion and her music. That is the start of an extensive, multi-
media advertising campaign that will span print, broadcast, and the Internet.
A new, original song created specifically for the ad campaign is a key feature
of the partnership. Other elements include personal appearances by Ms. Dion,
special consumer promotions, dealer tie-ins, interactive communications, owner
communications, retail initiatives, television programming and recording
tie-ins.
"Celine Dion personifies the Chrysler brand slogan, 'Drive Equals Love,'"
said Jim Schroer, Executive Vice President, Global Sales and Marketing,
DaimlerChrysler. "This is the kind of branded harmony you dream about."
As new and redesigned Chrysler vehicles are introduced over the next 18-24
months, the corporation's strategy is to move the Chrysler brand more upscale
by attracting younger, more affluent consumers to its passionately designed,
precisely engineered vehicles. The partnership with Ms. Dion is a key
component of that strategy, said Schroer.
"Celine Dion will play an important role in repositioning the Chrysler
brand because she embodies the essence of all Chrysler vehicles -- beauty,
romance, sophistication and refinement," said Schroer.
"Celine's core identity is expressed through music. The core identity of
the Chrysler brand is expressed in the drop-dead gorgeous design and
engineering innovation inherent in vehicles like the PT Cruiser, Sebring
Convertible and 300M. Because Celine and Chrysler intersect at the same
creative space and share the same values, this is a natural and dynamic
partnership," Schroer added.
"It's a partnership that shifts into high gear next year with the launches
of the all-new 2004 Chrysler Pacifica and Chrysler Crossfire," Schroer said.
"The upscale image of both vehicles is perfectly aligned with Celine's own
personal style."
"I'm truly excited about this partnership," said Dion. "It just feels
right to be working with a group of men and women who are so passionate about
what they do. The Pacifica and Crossfire are beautiful examples of that
passion. And yet, as a mom, I expect to be spending a great deal of time
behind the wheel of my new Town & Country minivan."
"There can be no doubt that Celine Dion has achieved the status of icon,
and to countless millions of people around the world her music, name and
likeness are synonymous with classic romance and understated elegance," said
Thomas D. Mottola, Chairman and CEO, Sony Music Entertainment.
"With its reputation for excellence and its emphasis on personal style,
the Chrysler brand is a natural marketing partner for this global superstar.
We're thrilled to be working with DaimlerChrysler's Chrysler brand on this
unique marketing partnership effort, and look forward to bringing our shared
messages to people across the country."
Said Schroer: "We are very excited to be working with an international
superstar of Celine Dion's stature and look forward to expanding the reach of
the Chrysler brand."
About Celine Dion
During her spectacular career Celine Dion has sold a combined total of
over 150 million albums. She is a six-time Grammy Award winner and her
recordings have won two Academy Awards: Best Original Song from a Film in 1992
for the title song of Beauty and the Beast (with Peabo Bryson), and Best Song
From A Film in 1998 for "My Heart Will Go On" (from Titanic). She has earned
three American Music Awards, seven World Music Awards and seven Billboard
Music Awards, and in her native Canada, she has won 20 Juno Awards and an
astonishing 39 Felix Awards (Quebec). The viewers of VH1 made Celine Dion
their Artist of the Year in 1996, and voted her Best Female Artist and Diva of
the Year in 1998. Her most recent release, A New Day Has Come, has sold over
8 million units worldwide since its release in March of 2002.
SOURCE Chrysler Group
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Related links:
http://www.media.daimlerchrysler.com
CONTACT:
James Kenyon of Chrysler Group,
+1-248-705-3954; Vikki Hardy Brown of BBDO Detroit,
+1-248-425-5053; or Keith Estabrook of SME, +1-212-833-4647
NOTE TO EDITORS: ON THE INTERNET Visit DaimlerChrysler's Media
Services Web Site at http://www.media.daimlerchrysler.com for
additional DaimlerChrysler news.
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