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Dodge Caravan and Disney's "The Lion King: Special Edition" Team Up

July 14, 2003

Dodge and Disney are joining forces once again,this time to celebrate the 20th anniversary of the Dodge Caravan and theOct. 7, DVD release of "The LionKing."This is the second time Dodge has partnered with Disney. The first timewas in 2002 with the Disney/Pixar release of "Monsters, Inc.""Dodge and Disney are all about establishing an emotional connection tofamilies, so this partnership was a natural for us," said Julie Roehm,director, Dodge Communications. "The Caravan and 'The Lion King' are alsothe originals in their respective categories and have set the benchmarksthat others now follow. It's the king of the minivans celebrating the kingof the DVDs."As with the "Monsters, Inc." advertising campaign, Dodge says it will integrateLion King characters into unique broadcast, print and online creative insupport of the Dodge Caravan and the release of "The Lion King: SpecialEdition" DVD. Advertising will break in late September. In addition, LionKing characters will also appear on the No. 9 and No. 19 Dodge Intrepidrace cars of NASCAR drivers Bill Elliott and Jeremy Mayfield at KansasSpeedway, Oct. 3-5.On the local level, Dodge dealers can utilize character art, backgrounds,logos and box art to create their own elements to be used forpoint-of-purchase displays, events, newspaper advertising and direct mail.Dealers will have the opportunity to order copies of the DVD to be used aspremiums for Caravan customers.Caravan will also be included in promotional materials at each of theDisney Stores nationwide. In addition to signage, Caravan commercials willrun on each store's video wall for 30 days. Between July 15 and October 6,visitors to the Disney Store or disney.com can also enter a sweepstakes towin a Dodge Caravan.Upon release, a $500 discount coupon on Caravan will be included in "TheLion King: Special Edition" DVD case, which will also be promoted onretail displays and via a sticker on the DVD box.
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