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Chrysler Plans Multi-media Blitz for Sebring

Spanning multiple demographics and media formats, an ad campaign for the 2007 Chrysler Sebring will break on Wednesday, aimed at reaching customers wherever they consume media.

The media blitz, dubbed a “360-degree marketing concept,” will include a robust internet presence, movie and TV-program product integration, online gaming, events, along with magazine and newspaper ads, AdAge reports (via MarketingVox). Surprisingly, there will only be four 30-second TV spots in the campaign, with two of those being reserved for local dealer groups. In contrast, on Nov. 2, the Sebring will be the only product advertised on Amazon.

Susan Thompson, senior manager-global communications for the Chrysler brand, claims the Sebring campaign “will give consumers a reason to look at American cars again.”

For the campaign, GlobalHue will create creative for Hispanic, black and Asian consumers, with the Asian portion being available in three languages: Mandarin, Korean and Hindi.

Chrysler will also run ads in over 40 magazines, sponsor Time’s Person of the Year, as well as be the featured car model in People’s Sexiest Man Alive awards. Next month, the automaker will announce a promotion dubbed Every Day with Rachael Ray, a seven-day culinary road trip and the chance to drive the new Sebring.