| Dodge Owners To Take Over
Universal Studios' Theme Park
Orlando -- Don't be surprised if you see Spider Man driving a
Viper or Popeye taking a Caravan for a spin at Universal Studios' new theme park, Islands
of Adventure. More than 12,000 people, consisting of 2,500 Dodge owners and their family
members, will take in the new theme park as part of a major relationship marketing effort
between Dodge and Universal Studios. (Event to take place June 19-20).
"In addition to offering dynamite products, relationship marketing
is one of the reasons we've enjoyed so much success at Dodge," said Jim Julow, Vice
President of Dodge Car and Truck Division. "At the very moment a consumer makes the
decision to purchase a Dodge vehicle, we want to begin building a long term relationship
with that individual. Hosting events like our Vipers Owner Invitational, Turbo Diesel
Register, and this weekend's Dodge Adventure at Universal Studios help us accomplish
this."
Dodge owners attending the event will enjoy a special package which
includes three full days at Universal Studios Escape and Islands of Adventure, free
parking, early morning access to the park, special seating at shows, Viper rides,
autograph sessions with favorite characters, and an exclusive owners party and fireworks
show.
Inside the park, Dodge will showcase 13 different displays and 41 Dodge
vehicles throughout the facility. Six of the 41 vehicles are Vipers which will be used to
give rides to Dodge owners. In addition, Dodge will give away 75,000 bottles of water to
park-goers throughout the weekend.
The alliance between Dodge and Universal provides for unique exposure,
licensing and merchandising opportunities for Dodge to build on the entertainment value of
Universal's properties. These include: a first-look at marketing tie-ins with select
motion pictures; an exclusive automotive partnership with animalhouse.com, the
fastest-growing web site for young adults that reaches students at over 2,500 campuses
throughout the U.S.; and the use of various Universal characters through advertising,
point-of-purchase displays, premiums and many other consumer incentives.
Over the past five years, Dodge retail sales have increased 102 percent
while brand loyalty has more than doubled. The momentum for the brand began in 1992 with
the introduction of Viper and Intrepid. Viper redefined the American sports car and set
new records in performance while Intrepid rewrote the rules in the full-size sedan market.
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