New York City provides the backdrop and Celine Dion the music in a new television advertising campaign launching nationally on May 1 for the 2004 Chrysler Pacifica. Designed to appeal to general market and multicultural audiences, the company says the TV campaign and its print component were previewed by media and New York community leaders at the Schomburg Center for Research in Black Culture, Harlem. According to the company, in addition to new black and white print ads, the Chrysler Pacifica campaign includes three 30-second TV spots that repeat the black and white tonality of the successful Chrysler brand ad campaign featuring Dion currently airing. The new Chrysler Pacifica campaign includes one TV ad with African American and Hispanic talent titled "Harlem." Two versions will air: one with a voice-over in English and the other in Spanish. It is the 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-new sports tourer reaching dealerships now. The company says the Chrysler Pacifica is spearheading the Chrysler brand's move into the premium automotive marketplace. The new Chrysler Pacifica campaign is a collaborative effort between Chrysler Group's three advertising and marketing agencies -- GlobalHue, Southfield, Mich., BBDO Detroit, Troy, Mich., and The Arnell Group, New York City. "This campaign is the result of the unprecedented teamwork between our three very creative agencies," said Bonita Stewart, director, Chrysler Brand Communications. "This ongoing partnership reflects the goal of the Chrysler Pacifica campaign, which is to produce diverse TV and print creative that can appeal to a diverse audience," said Stewart. "For example, the multicultural TV spot is not only slated for ethnic media, it will also run in general media that has a strong multicultural audience." "This strategy is possible because of the way we reorganized ethnic marketing last year," said Stewart. "Before, multicultural marketing was handled outside the three brands -- Chrysler, Jeep® and Dodge. Today, each brand is responsible for its own multicultural marketing initiatives. This way, multicultural initiatives are more focused, and the marketing campaigns, brand positioning and messaging are consistent across all mediums." Stewart explained the reasons for going to New York City for the TV spots and Harlem to preview the Chrysler Pacifica. "We all know that New York is a sophisticated city. What is less well appreciated is that New York is also a safe city. Those two elements make New York the perfect background for showcasing the sophistication and safety features of the new Chrysler Pacifica," said Stewart. She added: "What's forgotten sometimes is that New York is one of the most racially diverse cities in the world. Harlem is the epicenter of the African American community there, and it has a vibrant, growing Hispanic community. So we feel it is appropriate to unveil the campaign at the Schomburg Center." The Schomburg Center for Research in Black Culture was founded in 1925. It is a research unit of the New York Public Library, and is the world's most complete collection of research resources documenting African and African diasporan 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 The Boys Choir of Harlem from the DaimlerChrysler Corporation Fund.