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New Multicultural Television and Print Campaign For All-New 2004 Chrysler Pacifica Previewed

April 16, 2003

New York City provides the backdrop and Celine Dion themusic in a new television advertising campaign launching nationally on May1 for the 2004 Chrysler Pacifica. Designed to appeal to general market andmulticultural audiences, the company says the TV campaign and its print component werepreviewed by media and New York community leaders at the SchomburgCenter for Research in Black Culture, Harlem.According to the company, in addition to new black and white print ads, the Chrysler Pacificacampaign includes three 30-second TV spots that repeat the black and whitetonality of the successful Chrysler brand ad campaign featuring Dioncurrently airing. The new Chrysler Pacifica campaign includes one TV adwith African American and Hispanic talent titled "Harlem." Two versionswill air: one with a voice-over in English and the other in Spanish. It isthe first TV spot ever filmed in Harlem for any Chrysler Group product.The focus of the new campaign is the Chrysler Pacifica, Chrysler's all-newsports tourer reaching dealerships now. The company says the Chrysler Pacifica is spearheading the Chrysler brand'smove into the premium automotive marketplace.The new Chrysler Pacifica campaign is a collaborative effort betweenChrysler Group's three advertising and marketing agencies -- GlobalHue,Southfield, Mich., BBDO Detroit, Troy, Mich., and The Arnell Group, NewYork City."This campaign is the result of the unprecedented teamwork between ourthree very creative agencies," said Bonita Stewart, director, ChryslerBrand Communications."This ongoing partnership reflects the goal of the Chrysler Pacificacampaign, which is to produce diverse TV and print creative that can appealto a diverse audience," said Stewart. "For example, the multicultural TVspot is not only slated for ethnic media, it will also run in general mediathat has a strong multicultural audience.""This strategy is possible because of the way we reorganized ethnicmarketing last year," said Stewart. "Before, multicultural marketing washandled outside the three brands -- Chrysler, Jeep® and Dodge. Today, eachbrand is responsible for its own multicultural marketing initiatives. Thisway, multicultural initiatives are more focused, and the marketingcampaigns, brand positioning and messaging are consistent across allmediums."Stewart explained the reasons for going to New York City for the TV spotsand Harlem to preview the Chrysler Pacifica."We all know that New York is a sophisticated city. What is less wellappreciated is that New York is also a safe city. Those two elements makeNew York the perfect background for showcasing the sophistication andsafety features of the new Chrysler Pacifica," said Stewart.She added: "What's forgotten sometimes is that New York is one of the mostracially diverse cities in the world. Harlem is the epicenter of theAfrican American community there, and it has a vibrant, growing Hispaniccommunity. So we feel it is appropriate to unveil the campaign at theSchomburg Center."The Schomburg Center for Research in Black Culture was founded in 1925. Itis a research unit of the New York Public Library, and is the world's mostcomplete collection of research resources documenting African and Africandiasporan history and culture. With holdings of more than 5 million items,the Schomburg Center serves a national and international constituency.The company says the ad campaign preview was preceded by a donation of $25,000 to TheBoys Choir of Harlem from the DaimlerChrysler Corporation Fund.
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