Jeep's Promotional Efforts Grow in Popularity

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Relationship Marketing Events Such as ‘Camp Jeep’ Fuel Bozell
DETROIT–Bozell Worldwide’s DaimlerChrysler account is growing as the automaker’s relationship marketing programs, particularly its “Camp Jeep” and Jeep 101 promotions, increase in popularity.
About 5,000 people are expected to participate this week at a Jeep 101 course in Auburn Hills, Mich., one of 24 such events nationwide. Instructors guide participants through a controlled course, teaching the fundamentals of off-road driving. Later this summer, 7,500 people will journey to Virginia for the fifth annual Camp Jeep, said Lou Bitonti, Jeep division marketing manager.




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