Chrysler signs up Dion to sing automotive praises

by Jennifer Whitehead,, Brand Republic 05-Nov-02, 16:00

NEW YORK - Pop diva Celine Dion has been signed as the face of Chrysler, the US car brand, in a partnership expected to last several years.

Dion will appear in television advertising early next year, in spots that will feature original music specifically written for the campaign. She will also do personal appearances, dealer tie-ins and retail initiatives.

Chrysler hopes that the strategy will attract younger, more affluent consumers. Jim Schroer, executive vice-president of global sales and marketing at DaimlerChrysler, said: "Celine Dion personifies the Chrysler brand slogan, 'Drive equals love'. This is the kind of branded harmony you dream about."

The car company has several new models coming out next year, including the Chrysler Pacifica and Chrysler Crossfire.

Dion said: "It just feels right to be working with a group of men and women who are so passionate about what they do. The Pacifica and Crossfire are beautiful examples of that passion. And yet, as a mom, I expect to be spending a great deal of time behind the wheel of my new town and country minivan."

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