Starting this month and continuing through the fall, the mall events will showcase-via actual cars and Plymouth Place computer kiosks-four Plymouth vehicles: Neon, Breeze, Voyager and the new Prowler.
The promotional events, hosted by Vogue, Allure, Mademoiselle, GQ, Details, Glamour, Self and Vanity Fair, will in some cases invite pre-qualified subscribers of the magazines to attend, said Catherine Viscardi Johnston, senior VP-group sales and marketing, Conde Nast.
In return, Chrysler will run about 40% more ad pages in Conde Nast publications this year than it did in 1996.
"We carried 82 pages from Plymouth last year, and this year we'll carry 115," said Ms. Johnston.
PLYMOUTH PLACE IN 108 MALLS
Plymouth Place, a promotional program using computer kiosks, now has 108 malls in 57 markets nationwide. Consumers can pick from a list of models, colors and optional features and then print out those specifications, an estimated price and the location of the nearest dealership.
The Conde Nast events will showcase '97 and, this fall, '98 models of the Neon, Breeze and Voyager. The Prowler, going on sale early this summer, will begin appearing at events when models are available, said Susan Thomson, Chrysler Plymouth national advertising executive.
Plymouth credits the kiosks with encouraging more young women, a key customer target for Breeze and Neon, to visit its dealerships.
"Women particularly like it because they have a lot of preconceived notions about walking into a dealership, and this lets them look at the car without having to deal with any of that," Ms. Thomson said.
The partnership with Conde Nast "just made sense when you looked at the demographics," she added.
The program doesn't only target women, though, which is why Conde Nast's men's titles, GQ and Details, are also participating.
Cities where the mall events are being held include Atlanta, Boston, San Francisco, Seattle, San Diego, Philadelphia, Houston, Denver and Cincinnati.