Chrysler Group Brings 'The Great Jeep Getaway' Promotions to AOL Time Warner Brands
NEW YORK & AUBURN HILLS, Mich.--Aug. 26, 2002--The Jeep(R) brand and AOL Time Warner today announced the launch of "The Great Jeep Getaway," an integrated campaign designed to engage consumers in the Jeep experience via AOL Time Warner brands. Running through the fall, "The Great Jeep Getaway" will be featured across the America Online family of interactive brands, several Time Inc. magazines and various AOL Time Warner online destinations. "The Great Jeep Getaway" showcases the Jeep product line with great driving destinations around the United States.
The centerpiece of this innovative campaign will be a specially designed online hub, accessible from AOL, AOL.com, Netscape and CompuServe, as well as AOL Time Warner interactive sites, that will feature content from several Time Inc. magazines that highlight driving trips around the country. Consumers can then use the "The Great Jeep Getaway" site as a means of renting a Jeep vehicle or booking a custom Jeep lifestyle vacation. For example, Chrysler Group and Travelocity, along with several leading rental car companies, will enable consumers to reserve a Jeep Wrangler, Liberty or Grand Cherokee online at a special rate. Special package vacation offers that involve renting a Jeep vehicle will also be available through AOL Travel powered by Travelocity. The rental includes a special $500 incentive towards the purchase or lease of an eligible new Jeep vehicle.
Travel destinations are grouped in four categories - Sand, Sea and Sun; Blue Sky and Mountains; Family Fun Adventures; and Urban Adventures. Vacation destinations include Vail, Colorado, Maui, Hawaii, Orlando, Florida, and New York City.
Time Inc. will promote the campaign through advertising in 15 magazines including Time, Entertainment Weekly, Sports Illustrated, Southern Living and Coastal Living. The print campaign will direct consumers to the website through AOL Keyword: Getaways, and will also include information on the Jeep vehicle rental program. The Jeep brand will promote "The Great Jeep Getaway" in the Jeep owner's magazine and on Jeep.com
Today's announcement marks an expansion of the multi-million dollar marketing relationship between AOL Time Warner and the Chrysler Group that began last year with the auto company's "Home For the Holidays" campaign. America Online and Chrysler Group have worked together on AOL's popular "Celebrity You've Got Mail" program, in which participants entered a contest to guess the identity of the special celebrity e-mail greeting voices for a chance to win one of four 2002 model year Chrysler vehicles - a Jeep Liberty, Dodge Ram 1500 Quad Cab, Chrysler PT Cruiser or Dodge Intrepid SXT. The companies have also collaborated on an initiative to provide the AOL service to Chrysler Group employees.
"By leveraging the power of the AOL Time Warner brands, The Great Jeep Getaway provides us the opportunity to engage consumers in a compelling, informative and interactive way" said Jay Kuhnie, director, Chrysler brand marketing, "This program shows how existing media properties can be creatively configured to create exciting new opportunities for both prospective and die-hard customers of Jeep vehicles."
Molly Ford, senior vice president of media sales and marketing at Time Inc. said, "We're delighted to expand our relationship with the Chrysler Group by working with them to increase consumers' understanding of their great brands and help drive sales while providing information about great driving destinations for summer and fall vacation planning. This promotion is a good example of two AOL Time Warner divisions - America Online and Time Inc. - working together for a client's benefit."
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