Automaker and Domesticity Doyenne Announce Marketing Deal

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NEW YORK ( -- It's two for the road with the Chrysler Group and Martha Stewart. The automaker and the
homemaker formally announced a marketing marriage between the two brands today to be called "Road Trips."

"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.

Integrated marketing
"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

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nor Ms. Sobel would set a date for "Road Trip" TV or radio, but another pullout section appears in the May issue of the magazine featuring nature trips and private gardens. Mr. Bell indicated that other "Road Trips" themes will include trips to antique stores and tailgate party suggestions. In the October issue of the magazine, the "Road Trips" concept will feature a sweepstakes with travel destinations as prizes.

Travel events
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.

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