Chrysler Finds ‘Brand Harmony’ with Celine

DETROIT — The Chrysler Group is partnering with singer Celine Dion and Sony Music Entertainment in a multi-year, agreement.

The deal launches with a Chrysler brand TV spot early next year that will feature Dion. A new, original song created specifically for the ad campaign is a key feature of the partnership. Other elements include personal appearances by Dion, special consumer promotions, dealer tie-ins, interactive communications, owner communications, retail initiatives, television programming and recording tie-ins. Financial details were undisclosed.

“Celine Dion personifies the Chrysler brand slogan, ‘Drive Equals Love,’ ” said Jim Schroer, Executive Vice President, Global Sales and Marketing, DaimlerChrysler in a statement. “This is the kind of branded harmony you dream about.”

The project is being developed by BBDO, Troy, Mich., and the Arnell Group, New York. Chrysler’s Dodge division already has a deal with the band Aerosmith, sponsoring the band’s concerts and using its songs in commercials.

Executives from the automaker, who are in Las Vegas for the annual Specialty Equipment Market Association (SEMA) trade show, announced the pact from there.