Dodge planning 1st-quarter ad blitz, will take part in Super Bowl advertising

In a move to draw buyers to the brand, Dodge is readying for first quarter ad blitz in 2011 that will include advertising during the Super Bowl on February 6. CEO Ralph Gilles urged dealers in an email Tuesday to stock up on 2011 vehicles, ahead of the blitz. He highlighted to dealers the importance of pushing the less-popular vehicles, specifically the Journey.

The CEO told dealers that the ad campaign would include heavy Tier 1 multimedia spending, and Tier 2 spending reflective of volume. There will also be a comprehensive digital campaign targeted at conquest customers.

Dodge is launching six new or revamped vehicles for model year 2011, and is riding a 20% annual sales increase through November.

The Super Bowl ad will mark Dodge’s return after a five year hiatus, and will feature the Dodge Charger in a spot called ‘Man’s Last Stand’.

– By: Stephen Calogera

Source: Automotive News