Las Vegas, Nevada – The Chrysler Group announced 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 strategies.
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.
“This is the kind of branded harmony you dream about,” said Jim Schroer, Executive Vice President, Global Sales and Marketing, DaimlerChrysler. “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.
“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.”
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 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.