Time Inc.’s Sports Illustrated magazine and Turner Broadcasting
System Inc.’s
CNN News Group have partnered with Dodge, a division of DaimlerChrysler,
in a
52-week, multi-million dollar integrated campaign.
The multimedia package includes weekly exposure in Sports
Illustrated, with a
readership of nearly 23 million adults, as well as prominence in the
“Insider
Reports” that air on both the CNN and CNN/SI cable television networks.
Banner
ads will appear on the CNN/SI Web
site and billboards will appear on the CNN Airport Network, which is
available at more than 1,300 gates at 32 airports.
Spending specifics were not disclosed.
“We have a long-standing business relationship with both Sports
Illustrated
and CNN,” said Jim Julow, vice president, Dodge division. “This
marketing
campaign gives Dodge an effective branding opportunity associated with
one of
the most popular franchises within sports journalism. It also allows us
to
reach our customers across four distinct media platforms-print,
television,
online and place-based media.”
“This partnership is an example of powerful cross-media marketing at its
best,” said SI President Michael J. Klingensmith. “It incorporates
print, TV
and Web site elements around our popular ‘Insider’ franchise to create a
unique vehicle for a valued advertiser.”