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Chrysler readying new TV ad campaign

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Chrysler readying new TV ad campaign

05/12/2010, 12:59 PM BY DREW JOHNSON

Although Chrysler is rushing a new crop of vehicles to production, the automaker’s lineup is still stuck in the past. To overcome this market shortfall, Chrysler will continue to rely on improved marketing efforts to keep sales going, with the company readying a new TV campaign.

According to Automotive News, Chrysler is readying a new series of TV ads that will feature actual Chrysler employees. Intended to win back customers following Chrysler’s difficult bankruptcy and recovery process, the new commercials should hit the airways in just a few weeks.

Chrysler hired the advertising firm Gotham to handle the new campaign, indicating a further shift from the automaker’s historic marketing efforts. Chrysler has typically relied on just a handful of agencies for its marketing efforts but, since coming under the control of Fiat, has spread its campaigns over a number of agencies throughout the country.

Chrysler’s marketing budget has declined over the last few years, but still represents a rather significant chunk of change. Chrysler spent $577 million on marketing last year and spent $120 million on advertising during the first two months of 2010, although some of that cost can be attributed to the company’s Super Bowl spot.



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