Meredith Creates Loyalty Magazines for Chrysler Group Vehicles
Created by Meredith's Integrated Marketing group, the four-color magazines aim to capture the lifestyle and passions of Chrysler, Jeep and Dodge vehicle owners. The first issues to each customer group went out last week to 6 million car owners. A second issue goes out in the spring, also to 6 million owners of Chrysler, Jeep and Dodge vehicles. Future issues will be evaluated based on response to the first two.
The magazines are sent to customers through a combined direct mail and dealer effort.
The 76-page magazines, filled with lifestyle features on topics ranging from architecture schools to rock music, were produced as part of Chrysler Group's broader strategic goal of building a stronger loyalty bond between each automotive brand and their owners.
The program represents the first time Chrysler Group has worked with a major publisher to create this type of lifestyle publication. It is a collaboration among Chrysler Group, BBDO Detroit, its agency of record, and Meredith to ensure that the brand messages in the magazines reflect each brand's advertising and other marketing communications.