"Chrysler road trips and Martha Stewart road tips are a natural relationship," said Jeff Bell, vice president of marketing communications at DaimlerChrysler's Chrysler Group. He unveiled a special pullout section for the April issue of Martha Stewart Living magazine that couples Chrysler car ads with picnic recipes and car bingo games.
"This is an integrated marketing program," Suzanne Sobel, executive vice president of Martha Stewart Omnimedia, said while sharing the press conference spotlight with Mr. Bell. Ms. Sobel pointed out that "Road Trips" will also appear on Martha Stewart's TV program, radio show and on her Web site.
Neither Mr. Bell
Mr. Bell also announced that there will be 10 actual "Road Trip" events that will travel around the country and invite Chrysler and Martha Stewart customers to participate. Ms. Stewart is expected to attend about five of these events, Mr. Bell said.
Chrysler models that will appear in the "Road Trip" initiative will include the Chrysler 300M, PT Cruiser and Sebring Convertible.
Chrysler Group general market advertising is handled by Omnicom Group's Pentamark, while advertising for Martha Stewart Omnimedia is done by sibling shop Arnell Group.
"This is big," said Peter Arnell, president-CEO of the Arnell Group, who was watching the press conference from the sidelines.
Mr. Arnell was instrumental is setting up the new relationship between the automaker and homemaker. Earlier, he paired DaimlerChrysler's Dodge with rock band Aerosmith for an ongoing campaign that launched the redone Dodge Ram. The auto brand also sponsored a concert tour by the band.