DaimlerChrysler's Chry sler Group is partnering with Brookstone for a multimedia advertising program focusing on design.
Themed "Designed and engineered with you in mind," the program was created by the Hearst Corp. and Chrysler agency PentaMark, Troy, Mich. It includes a 12-page advertorial in the November issues of seven Hearst publications: Es quire, Harper's Bazaar, House Beautiful, SmartMoney, Marie Claire, O The Oprah Magazine and Talk. The advertorial features profiles of both Chrysler and Brookstone designers.
The campaign also includes Chrysler sponsorship of shows on Hearst-owned cable channels A&E and History Channel. A sweepstakes to win a 2002 Chrysler Sebring LXi convertible filled with Brookstone products will be promoted in the advertorial and Brookstone catalog.
Both the catalog and advertorial will include test-drive business-reply cards offering a $50 Brookstone gift certificate. The test-drive incentive will also be promoted in a direct-mail campaign.
Hearst representatives came up with the idea after Chrysler asked the various magazine groups earlier this year for unique multimedia marketing packages. Chry sler was attracted to the idea of a partnership with Brookstone because of the "innovative American design" focus of both companies, said Dan Gliniecki, Chrysler brand communications specialist.
Following the design theme of this promotion, Chrysler plans similar deals focusing on subjects such as athletics and romance, he said. Continuing the Brookstone partnership into the new year is also a possibility.
Between the direct mail, Hearst publications and the Brookstone catalog, Chrysler expects to reach more than 12 million consumers through the deal, Gliniecki said.