Dreams Come True in New 2009 Dodge Journey Advertising Campaign

- Dodge Journey comes to market with largest digital launch strategy in Chrysler LLC history

- Breaking April 8, campaign introduces new Journey theme line, "If you can dream it, do it"

AUBURN HILLS, Mich., April 7, 2008 -- When the Dodge brand launches the marketing campaign for its first crossover vehicle, the all-new 2009 Dodge Journey, on April 8, it will feature one of the largest digital launch strategies in Chrysler LLC history.

The campaign, which will introduce the new theme line "If you can dream it, do it," focuses on the Dodge Journey's unique combination of innovative features, versatility and flexibility all available at a great value that can help turn dreams into reality.

"The campaign ties consumers to the new Dodge Journey emotionally by helping them realize their dreams, then drives them to action," said Mark Spencer, Senior Manager - Dodge Communications. "Wherever potential owners go -- online, in print, on television, at events -- we will show them how the Journey can help them live a bigger life with a focus on the class exclusive features and the best value in the segment."

With nearly one third of the media mix (29 percent) for Journey dedicated to interactive, Dodge will find and connect directly with shoppers through online activity by delivering targeted messages to the Journey's two primary audiences -- "young couples" and "empty nesters."

The interactive programs include homepage takeovers of AOL, Yahoo! and MSN on April 8, 11 and 12, respectively, with behavioral targeting on HGTV, Univision, Tremor Media, Revenue Science, and Car and Driver. The Dodge Journey will also be visible on travel, wellness, finance, sports and entertainment Web sites that include ABC, NBC, CBS Sportsline, NHL, TNT NBA, Sports Illustrated, BET Awards and Billboard de la Musica Latina.

In another effort to give hands-on exposure to the brand, the Dodge brand will also embark on a mobile marketing tour in April. The Dodge Grab Life Tour will travel to events across the country, including three NASCAR races. Journey will be the first feature vehicle in this interactive tour that includes lifestyle activities such as an Internet Cafe, gaming stations, a brand/launch vehicle trivia game and eShots photos. There will also be a test track that will provide participants with real world driving situations, highlighting the product benefits of the full Dodge product line.

Dodge will also launch a unique promotion in partnership with Time Inc., called "Dodge Journey of a Lifetime." Consumers will be invited to register for "can't buy it" experiences that will take four lucky winners on a compelling journey tied to travel, well-being (spa or active/outdoor), entertainment/celebrity or sports. Promotional cards will appear in May 12 issues of Time Inc. publications, including Time, People and Sports Illustrated, and the May 9 issue of Entertainment Weekly. Consumers will be directed to www.dodgejourneyofalifetime.com to enter for the chance to win. The site will feature four 15- and 30-second promotional spots which will provide details for each of the trips so consumers can choose the Journey they would most like to experience.

Television Campaign

Online activities, events and promotional partnerships will be complemented by television advertising that takes the viewer on an adventure that only the Dodge Journey can make happen. Building on the theme "If you can dream it, do it," the Dodge Journey television commercials will debut on April 8 with two general market television ads and two multicultural spots -- one targeted at African-Americans and the other for Hispanics. The spots will feature the world's longest water slide at nearly 700 feet, animated people, a man climbing the ladder of success and a woman who meets her ideal man after winning over his dog. A third general market spot starring members of the U.S. Women's National Soccer Team will begin airing on April 15.

In the 30-second spot "Water Slide," a Dodge Journey pulls up in an urban setting on a sweltering hot day. From the Journey's flexible interior space and unique storage compartments, pieces are unloaded that when put together build the world's largest water slide. Professional people -- lawyers, stock brokers, etc. -- come out to see what all the commotion is about.

"Water Slide" will also be produced in a 60-second version that will be shown before new movie releases starting at the end of April and continuing through the end of May in more than 1,870 theaters in 186 markets.

"Journey Animates" is a 30-second spot that puts a real Journey in an animated scene with a highly stylized background. As the vehicle drives through the spot, an animated family uses various features of the vehicle like the Flip 'n Stow(TM) in-seat storage, the third row seat and the rear seat DVD. The spot closes with a value message.

As the current number one team in the world and with a shot at the gold medal this summer, the U.S. Women's National Soccer Team represents what can happen when you dream. Because the brand's new crossover is all about making dreams come true, Dodge will become a sponsor of the U.S. Soccer Federation and the Journey will be the official vehicle of both the Men's and Women's National Soccer Teams.

Members of the women's team appear in a 30-second television spot called "Team," which opens on them loading soccer gear into the back of a Dodge Journey to go on a trip. Starting at their training facility near San Diego, they drive south, using the Journey's features -- like the Chill Zone(TM) beverage storage bin -- along the way. In the back, they are watching replays of their famous 2007 defeat to the Brazilian team on the rear seat DVD system. But throughout the trip, they are listening to Portuguese language tapes, repeating the same phrase over and over again. As they travel, the team takes on anyone who wants to play them. Crossing the border into South America, they arrive at the Brazilian team's training center and repeat the now familiar Portuguese phrase to the bewildered Brazilian team. In the subtitle, the viewer sees the translation of the phrase -- "We want another game" -- as they unload the equipment from the back of the Journey. The spot ends with a voiceover that says, "Introducing the new crossover that's ready for anything. The all-new Dodge Journey."

The African-American 30-second spot, "Shaft," opens on a man, dressed casually, walking up to his new Dodge Journey parked in front of his modest apartment. As he gets in, the viewer sees the Journey's interior space and features like Flip 'n Stow in-seat storage. As he drives through his neighborhood, the viewer sees the middle part of the frame lift up and doors appear, closing like an elevator until the next scene. The viewer then sees the same driver dressed a bit more professionally, leaving his nicer downtown condo. As before, the middle part of the frame lifts up and doors appear, again closing like an elevator. In the next scene, the man is driving through a more suburban neighborhood where he pulls up in front of his house. The voiceover says, "The higher you go, the sweeter the journey. Introducing the new crossover that's ready for anything."

The 30-second Hispanic ad, "Mariana," opens on a woman parking her new Dodge Journey when she sees an attractive man and his dog. The woman knows the man won't go anywhere without his dog, but the dog is digging holes in the ground. The woman is deciding between the man or her new car, finally deciding to pick up the man and his dog. The dog is excited to get in the car and ready to dig, but discovers the in-floor storage bins, so he calms down and watches a movie playing on the DVD system. The man says, "I think my dog likes you." The woman thinks to herself, "It's all about the car." The announcer closes the spot with, "Introducing the all-new 2009 Dodge Journey. If you can dream it, do it."

The two general market spots will run on programs such as "Heroes," "30 Rock," "Grey's Anatomy," "My Name is Earl," "House," "CSI:," "Dancing with the Stars" and "Dateline" as well as on a number of cable and sports channels.

The African-American spots will air on BET, the NBA Playoffs, "Girlfriends" and "Everybody Hates Chris." Hispanic ads will appear on Telemundo, Univision and Galavision.

Print Ads

The Dodge Journey print advertising, which includes two different executions, will begin appearing in the May issues of health and wellness, entertainment, sports and automotive enthusiast publications that include People, Newsweek, Sports Illustrated, Time, ESPN, US and Car and Driver.

The first is a series of single page ads called "Acronym," which can be tailored with a message that will resonate with a publication's readers, allowing for maximum flexibility. For example, the headline in one ad reads, "Get More LPG*." Following copy points about some of the vehicle's features, the asterisk leads the reader to learn that LPG stands for "Life per Gallon." For health and wellness publications, the ad reads, "Now with extra PSPM*," or "personal style per mile." For People magazine's 50 Most Beautiful People issue, Journey will be represented with an ad that says, "Comes with More RHM*," meaning "Rotating Heads Per Minute."

The second print execution, consisting of a two-page spread and a single page ad, focuses on the interior space and flexibility of the new Journey by comparing it to the floor plan of a house. The headline reads, "The All-New Journey. Move Right In."

The African-American and Hispanic print advertising features a cutaway of the Dodge Journey that shows the vehicle's interior space and flexibility. The headline on the African-American spread says, "Imagine where your Journey can take you." The Hispanic print ad reads, "For the passion you feel for disorder."

Multicultural print advertising will be featured in Hispanic publications that include People en Espanol, Sports Illustrated Latina, Hispanic and Latina, and African-American titles such as Jet, Ebony, Black Enterprise and Essence.

Experiential Opportunities

In addition to the Grab Life Tour, Dodge will also launch a guerilla marketing campaign by taking a fleet of Journeys to the places where people live, work and play in eight cities, raising awareness, facilitating interaction with the vehicle and gathering potential handraiser information.

In addition to being the official vehicle of Women's and Men's National Soccer Teams, Dodge is partnering with U.S. Youth Soccer to have Journeys visible at tournaments across the country, distributing snacks and refreshments. At high traffic tournaments in key Hispanic markets, a ride and drive experience will also be incorporated.

The Dodge Journey will also be the focus vehicle of the Drive for Kids events across the country. In partnership with local dealers and school Parent Teacher Organizations, test drives are held to raise money for the area school. More than 150 events are scheduled for 2008. Since 1994, more than 5,000 school events have been held, raising over $2.8 million and resulting in more than a half million test drives. The money raised goes to support projects that include educational materials and student enrichment programs such as computers, library enhancements, field trips and playgrounds.

The Dodge brand's agency of record is BBDO Detroit. The general market campaign was developed by BBDO NY and the multicultural campaign was created by Global Hue. Organic handles all of the brand's online and Web activity.

The All-New 2009 Dodge Journey

The all-new 2009 Dodge Journey is the Dodge brand's newest crossover vehicle, offering a unique combination of versatility and flexibility in a sporty, sexy package. The all-new vehicle takes the capability of a sport-utility vehicle (SUV) and the overall efficiency of a passenger car and blends all the best attributes of each into an all-new "right-sized" crossover for the Dodge brand. Clever, flexible seating and storage combinations include standard five-passenger seating with spacious cargo room and available third-row seating for carrying up to seven passengers.

Spacious storage bins, hidden in the floor and available under the front passenger seat cushion, combined with the standard Chill Zone for beverage storage, make Dodge Journey incredibly flexible and functional. The Manufacturer's Suggested Retail Price of the 2009 Dodge Journey is $19,985 (including $625 destination), making it the best value in the segment.

The Dodge Brand

With a U.S. market share of 6.4 percent, Dodge is Chrysler LLC's best-selling brand and the sixth largest nameplate in the U.S. automotive market. In 2007, Dodge sold more than 1.3 million vehicles in the global market.

The Dodge brand's first crossover vehicle -- the all-new 2009 Dodge Journey -- is available in the first quarter of 2008, and will be available outside North America in both left- and right-hand drive in mid-2008. Arriving in the spring will be the limited-edition 2008 Dodge Challenger SRT8 with a 6.1-liter HEMI V-8 engine that boasts 425 horsepower and 420 lb.-ft. of torque. The all-new 2009 Dodge Ram with game-changing exterior and interior design, innovations, best-in-class features and craftsmanship will arrive in the fall. Also arriving this year will be the 2009 Dodge Durango Hybrid. Recently the all-new 2008 Dodge Grand Caravan arrived in dealerships with 35 new or improved features including the newest innovation, the Swivel 'n Go(TM) seating system. In 2007, Dodge Avenger and Nitro entered key volume segments outside North America, joining the Dodge Caliber, which launched in those markets in 2006.