Chrysler re-ups its deal to drive Time's 'Person of the Year'

Chrysler says the sponsorship coincides with vehicle launches. The automaker is introducing the 2007 Aspen SUV.

Jon Lafayette | | Automotive News / December 11, 2006 - 1:00 am The Chrysler brand is sponsoring Time magazine's "Person of the Year" promotion again this year.

Chrysler executives say the multiplatform advertising package worked well in the partnership's first venture last year.

"It seems to be a program that everyone here loves," says Susan Thomson, the Chrysler brand's manager of global brand communications. "It's a 360-degree program. It covers all media channels and then some."

Besides running ads in Time, Chrysler is working with CNN to promote the event on TV, the Internet and mobile devices. CNN, like Time, is owned by Time Warner.

Chrysler is paying about $5 million for the sponsorship, say people familiar with the deal.

CNN research shows that viewers were deeply engaged with the Chrysler messages during last year's "Person of the Year" promotion, says Greg D'Alba, the cable news channel's COO of advertising sales and marketing.

"They had greater familiarity with Chrysler," D'Alba says. "Chrysler had a higher brand rating (and viewers) had higher purchase intent for Chrysler cars after seeing the campaign."

The Chrysler package reflects auto advertisers' increasing insistence that digital elements accompany their purchases of TV ad time.

Chrysler's Thomson says the "Person of the Year" sponsorship coincides with the automaker's launch schedule.

Chrysler is introducing the redesigned 2007 Sebring mid-sized sedan and is rolling out its first SUV, the 2007 Aspen.

"There's a lot of media" in the promotion, Thomson says. "So we can not only talk about Sebring but showcase other vehicles like the Aspen, the Pacifica and the 300."

Chrysler has bought six ad pages in Time's year-end Person of the Year issue. It will sponsor a Dec. 16 CNN special announcing the magazine's selection. Spots during the broadcast will advertise Chrysler models.