Jeep is launching a multifaceted six-week promotion built around "Chasing Papi," a Hispanic-themed movie opening April 16. The campaign includes a national TV spot in both English and Spanish, product integration in the movie, Jeep Chasing Papi Parties in eight major Hispanic markets, online and radio promotion, and bilingual street teams. According to the company, the 20th Century Fox-produced movie features Roselyn Sanchez, Sofia Vergara, Jaci Velasquez and Eduardo Verastegui, all well-known Hispanic entertainers, actors, or models, in a spirited romantic comedy. The plot focuses on three very different women from Chicago, Miami and New York and their love interest. When the three discover they are all in love with the same man (Verategui), they decide to teach their "three-timing" fellow a lesson and end up on a riotous adventure along the way. The Grand Cherokee is featured in the film, which also includes a sneak peek of the new Chrysler Crossfire. "Jeep involvement in 'Chasing Papi' allowed us to create a truly integrated marketing campaign targeted at the Hispanic-American community, the fastest growing market in the U.S. In addition to targeting a market that has tremendous growth potential for our industry, the campaign we have developed has potential to reach general market consumers as well," said Jeff Bell, vice president, Jeep Marketing. In the 30-second TV spot, which is scheduled to begin airing March 24, three young, attractive women are seen leaving a movie theater where "Chasing Papi" is showing. Two of the women get in a Jeep Wrangler; one takes off in a Jeep Liberty. While at a stoplight, they all spot a "papi chulo" (good-looking man) in a Jeep Grand Cherokee who they believe is the star of the movie. A chase ensues and they catch the "papi chulo," only to discover that he is not the movie character. As the voiceover says, "The only thing that can catch a Jeep 4x4 is another Jeep 4x4," the women leave their catch with his hands tied on the street, in front of his Jeep Grand Cherokee. To mark the movie's release, Jeep brand will kick off Jeep Chasing Papi parties April 16 at a nightclub in Chicago, and at clubs in New York, Miami, San Antonio, Dallas, Houston, San Francisco/San Jose and Los Angeles on April 17. Targeting young urban Hispanics, the parties will feature four weeks of themed club events. Partygoers will participate in a "Hottest Mami and Papi Contest," the "Ultimate Jeep Dating Game Contest," a salsa contest and a second-round "Ultimate Papi/Mami Contest." The final event in each market will be a "Corazon Aventurero" (Adventurous Heart) Speed Dating event. DJs will spin the hottest Latin music at each venue, highlighting salsa in New York and rock en espanol (in Spanish) in California, for example. Jeep will feature and promote the Chasing Papi parties via a dedicated bilingual Web site at (site live on April 7). The Web site will feature movie trailers, information about the movie and Jeep vehicles, a calendar of the local events, party invitation sign-up and photos from the events as they unroll. The parties also will be promoted online with banner ads on in Spanish, and AOL and Yahoo! in English and Spanish. Bilingual street teams will cruise the streets in the eight markets in a Jeep vehicle wrapped with "Chasing Papi" graphics before the club events to pass out bilingual flyers about the parties. They also will be on site at each club venue, distributing premiums and accompanied by a bilingual product specialist to answer questions. Each club venue will feature vehicle displays and Jeep cutouts. Radio promos on select Spanish- and English-language youth-oriented stations in each of the markets also will support the Chasing Papi parties. Latina Magazine will post information about the parties on its Happening section and in the Latina Go Guide section in May and June, and will send an e-mail blast to its subscribers. GlobalHue, the Chrysler Group's multicultural marketing agency of record, developed the Jeep spots and promotional campaign.