Chrysler Advertising Campaigns Aimed @ Asian American Market In California.

Chrysler Group announced the second phase of a pilot advertising campaign in California designed to increase the company’s presence among Asian American automotive consumers. New TV spots and print ads for the 2002 Dodge Caravan minivan will debut February 4 in San Francisco and surrounding areas. The ads are the follow-up to a Chinese language TV and print campaign for the Jeep Liberty running through March in and around Los Angeles.

The Dodge Caravan ad campaign includes events and promotions similar to those held last year as part of the launch of the Asian American ad campaign for the Jeep Liberty.

“The Asian American market is one of the fastest growing and most affluent in America, especially on the West Coast,” said Jeff Bell, Chrysler Group vice president of Marketing Communications. “This pilot ad campaign for the Dodge Caravan and Jeep Liberty will give us a better understanding of Asian American consumers, and position the company to gain share in this important market.”

“We’re very excited about Imada Wong’s creative for the Dodge Caravan campaign,” said Julie Roehm, Director, Dodge Communications. “The ads are true to the Dodge brand and, at the same time, they speak to the unique cultural dynamics of Asian Americans.”

The ads are the work of Imada Wong Communications Group in Los Angeles that specializes in the growing Asian American market.