The insert-slated to run in Conde Nast Publications' Architectural Digest, GQ, House & Garden, The New Yorker, Vanity Fair, Vogue and Wired, and corporate sibling Fairchild Publications' Details and W-is billed by the companies as part of an overall Chrysler brand effort called "Line on Design" tied to its upcoming Chrysler Design Awards, which celebrates its 10th anniversary this year.
The special section, which has not yet been produced, will feature the work of noted photographers Walter Chin and Todd Eberly. Oliver Lecocq, senior manager of the Chrysler brand's global advertising, said, "It's a way for us to prepare for the brand's relaunch, and for us to feature the first major piece of that with the Pacifica"-a sport wagon due to make its debut in April `03-"and Crossfire," which is a sports car set to roll out next July. Mr. Lecocq declined to discuss the cost of the program, but Richard Beckman, Conde Nast's exec VP-chief marketing officer, said the spending was in the seven-figure range.
Through the first half of the year, Chrysler's ad spending in magazines showed a slight increase over last year, rising to $40 million from $38 million, according to Taylor Nelson Sofres' CMR. Mr. Beckman said DaimlerChrysler's overall ad-page volume-which includes Mercedes Benz-will be up about 60% in 2002.
The awards ceremony will be Nov. 12 at New York City's Four Seasons restaurant. That morning, the companies will host a design symposium at the Conde Nast building's landmark cafeteria. In December, the companies will partner with Design Industry Foundation Fighting AIDS (DIFFA), for an exhibit with a charitable component at Los Angeles Museum of Contemporary Art Gallery at the Pacific Design Center. The companies are also negotiating for a broadcast extension of that event, Mr. Beckman said. There is also a Web tie-in via chrysler.com.
The association with Chrysler might portend other event-driven deals for the magazine giant. Mr. Beckman said the company was looking for projects it can repeat on a yearly basis.