March 26, 2003
Chrysler sees benefits from marketing relationship with Celine Dion
Las Vegas, Nevada – As part of the multiyear marketing partnership announced last November between Chrysler and Celine Dion, the Chrysler brand will have a prominent presence at the Colosseum at Caesars Palace during Celine Dion’s new show there – from ushers wearing Chrysler lapel pins to Chrysler vehicles on display in the lobby.
“Chrysler is the presenting sponsor of ‘A New Day…’ ,” said Thomas R. Marinelli, Vice President of Chrysler Marketing. “In addition to Celine Dion’s unrivaled talent, the show is a great opportunity for her fans to experience the Chrysler brand and its vehicles.”
The marketing partnership also includes six new Chrysler TV spots featuring Dion and her music. Those ads will be among the videos shown on the five LED screens inside The Colosseum, along with photography from the photo shoot of the print ad campaign. A sign bearing the Chrysler winged badge and the brand’s tag line, “Drive & Love,” hangs in the lobby. The four levels of the venue are named for Chrysler vehicles: Level 1 is the Chrysler Salon, Level 2 the Crossfire Salon, Level 3 the Pacifica Salon and Level 4 the Sebring Salon. And Chrysler merchandise will be on sale at booths in The Colosseum lobby.
The Dion/Chrysler partnership is resonating well with consumers, according to research done on two of the TV ads, and visitors to the Chrysler brand Web site. Researched were “Family Values,” a 60-second spot for the Chrysler Town & Country Minivan, and “Passion,” a 30-second spot for the Crossfire sports coupe. Dion is featured and sings in both. Both ads successfully conveyed to viewers the style, refinement and sophistication of Chrysler vehicles. Moreover, the majority of people surveyed aspired to learn more about or own the vehicles. The research was done by Millward Brown, a specialist in brand research based in suburban Chicago.
On the interactive front, there has been an increase of more than 40 percent in the number of visitors to chrysler.com since January. Much of that increase is attributed to the presence of Dion within the Web site and other Dion-related initiatives that drove traffic to chrysler.com.