Chrysler goes to church with gospel promotion
 | Diva of Gospel: Yolanda Adams |
Seven major black churches are joining the Chrysler brand as marketing partners, sponsoring a gospel singing tour that begins this week.
The "Chrysler Presents the Divas of Gospel" concert series features Yolanda Adams and Mary Mary.
Chrysler Division will display vehicles at the concert venues. It will not offer test drives.
"Our strategy lately has been to go to venues where the consumers are, rather than asking them to come to our driving events," says Chrysler spokesman James Kenyon. "This is part of our marketing to the African-American consumer. We think this is an important audience and an interesting way to get our cars in front of them."
The tour is Chrysler's second effort at teaming up with churches. In October, the brand sponsored a gospel concert series by singer Patti LaBelle at U.S. megachurches. Chrysler held ride-and-drive events at the churches.
The 14-concert tour was canceled after seven performances because of a "dispute," Kenyon says. He did not know the nature of the disagreement. "We had good attendance and a lot of interest," Kenyon tells Automotive News.
The current tour kicks off with a Thursday, April 26, concert in Denver, co-sponsored by the Gospel Music Workshop of America. The only nontheater venue is Without Walls International Church in Lakeland, Fla., which will host a May 26 performance.The other concert dates and sponsoring churches are:
- April 28, Cleveland (Ohio) Baptist Church.
- May 5, First Baptist Church in Berkeley, Calif.
- May 11, Shades Mountain Baptist Church in Birmingham, Ala.
- May 20, Tabernacle Baptist Church in Richmond, Va.
- June 2, Central Baptist Church in Philadelphia.
- June 3, First Baptist Church in St. Louis.
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