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Dodge Owners to Take Over Universal Studios' Theme Park

17 June 1999

Dodge Owners to Take Over Universal Studios' Theme Park

    ORLANDO, Fla., June 17 -- Don't be surprised if you see
Spider Man driving a Viper or Popeye taking a Caravan for a spin this weekend
at Universal Studios' new theme park, Islands of Adventure.  More than 12,000
people, consisting of 2,500 Dodge owners and their family members, will take
in the new theme park as part of a major relationship marketing effort between
Dodge and Universal Studios.
    "In addition to offering dynamite products, relationship marketing is one
of the reasons we've enjoyed so much success at Dodge," said Jim Julow, Vice
President of Dodge Car and Truck Division.  "At the very moment a consumer
makes the decision to purchase a Dodge vehicle, we want to begin building a
long term relationship with that individual.  Hosting events like our Vipers
Owner Invitational, Turbo Diesel Register, and this weekend's Dodge Adventure
at Universal Studios help us accomplish this."
    Dodge owners attending the event will enjoy a special package which
includes three full days at Universal Studios Escape and Islands of Adventure,
free parking, early morning access to the park, special seating at shows,
Viper rides, autograph sessions with favorite characters, and an exclusive
owners party and fireworks show.
    Inside the park, Dodge will showcase 13 different displays and 41 Dodge
vehicles throughout the facility.  Six of the 41 vehicles are Vipers which
will be used to give rides to Dodge owners.  In addition, Dodge will give away
75,000 bottles of water to park-goers throughout the weekend.
    The alliance between Dodge and Universal provides for unique exposure,
licensing and merchandising opportunities for Dodge to build on the
entertainment value of Universal's properties.  These include: a first-look at
marketing tie-ins with select motion pictures; an exclusive automotive
partnership with animalhouse.com, the fastest-growing web site for young
adults that reaches students at over 2,500 campuses throughout the U.S.; and
the use of various Universal characters through advertising, point-of-purchase
displays, premiums and many other consumer incentives.
    Over the past five years, Dodge retail sales have increased 102 percent
while brand loyalty has more than doubled.  The momentum for the brand began
in 1992 with the introduction of Viper and Intrepid.  Viper redefined the
American sports car and set new records in performance while Intrepid rewrote
the rules in the full-size sedan market.
    Momentum continued in 1993 when Dodge introduced the redesigned Dodge Ram
pickup with a distinct, aggressive, over-the-road look that quickly tripled
market share in the pickup truck segment to 21 percent from 7 percent.  In
1998, Dodge marked the largest model year product launch in the history of the
brand with Durango, Ram Quad Cab, Intrepid, Dakota R/T, Neon R/T, and Ram Van
and Wagon.  Dodge continued to build momentum in 1999 with the introduction of
Dakota Quad Cab.