Time Inc.’s Sports Illustrated magazine and Turner Broadcasting System Inc.’s CNN News Group have partnered with Dodge, a division of DaimlerChrysler, in a 52-week, multi-million dollar integrated campaign.
The multimedia package includes weekly exposure in Sports Illustrated, with a readership of nearly 23 million adults, as well as prominence in the “Insider Reports” that air on both the CNN and CNN/SI cable television networks. Banner ads will appear on the CNN/SI Web site and billboards will appear on the CNN Airport Network, which is available at more than 1,300 gates at 32 airports.
Spending specifics were not disclosed.
“We have a long-standing business relationship with both Sports Illustrated and CNN,” said Jim Julow, vice president, Dodge division. “This marketing campaign gives Dodge an effective branding opportunity associated with one of the most popular franchises within sports journalism. It also allows us to reach our customers across four distinct media platforms-print, television, online and place-based media.”
“This partnership is an example of powerful cross-media marketing at its best,” said SI President Michael J. Klingensmith. “It incorporates print, TV and Web site elements around our popular ‘Insider’ franchise to create a unique vehicle for a valued advertiser.”