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April 8, 2008

Dodge Journey Won't Stop Believing In Digital Brand Naming Promotion

dodgejourney.pngThe Dodge Journey is going to get a major online push today, with the introduction of the tagline, "If you can dream it, do it.”

A whopping 29% of Dodge's promotional media mix will be interactive, their “biggest digital outlay ever in terms of total dollars and percentage of the media buy” according to Ad Age.

The word Journey will play a pivotal role in the “Dodge Journey of a Lifetime” promotion and a series of videos for the NHL Playoffs entitled “Journey to the Cup.”

Journey the Band.pngIt’s a strong, evocative name, but it’s also hard for some us not to think of the cheesy 80s rock band “Journey,” which just announced its presence on Second Life. Their hit single “”Dream After Dream” comes to mind when you hear “If you can dream it, do it.”

And anyone who watched the end of the Sopranos remembers their song “Don’t Stop Believing,” which put the old time rockers back in the public consciousness.

Don’t laugh, the car is aimed at young singles and couples with small children. Plenty of the latter were subjected to those songs at at least one school dance.

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Posted by William Lozito at April 8, 2008 7:54 AM
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