Dodge promoting new Charger model with street-assembly campaign

AUBURN HILLS, MI: Dodge plans to grab media and consumer attention for its first new Charger in 30 years with an eight-market tour of what it's dubbed the Dodge Model Box.

AUBURN HILLS, MI: Dodge plans to grab media and consumer attention for its first new Charger in 30 years with an eight-market tour of what it's dubbed the Dodge Model Box.

The box will contain parts that will be assembled, on location, into a full-size Charger.

Dodge will stage public builds of the car - which take only 20 minutes -- in New York, Atlanta, Chicago, Dallas, Detroit, elsewhere in Michigan, Delaware, Washington, DC.

Dodge's internal PR staff is working with Stratacomm to publicize the tour, said Suraya DaSante, manager of marketing and advertising communications for Chrysler, Jeep, and Dodge at the Chrysler Group of DaimlerChrysler.

"It's a fun visual event, it's interactive, and it's definitely entertaining. We really want to engage people," DaSante said.

Once the tour is over, Dodge dealers will be able to request the model kit for use at their locations.

Media outreach for the new Charger began earlier this month when Dodge unveiled its television advertising.

Other elements of marketing include print ads, an online campaign, a Charger giveaway contest, and thousands of local events around the country.

All those efforts will stress the style, value, and performance of the new Charger. "We're going full force starting in June," DeSante said.

Although Dodge hasn't made a Charger in three decades, consumer research found that 70% of US consumers remember the model well.

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