Dodge's Largest Web Campaign Launches New Journey

Dodge is allocating nearly a third of its advertising dollars for the new Dodge Journey compact SUV to the interwebs. Starting today, web surfers will be bombarded with advertisements spouting the new tagline “If you can dream it, do it.” Sounds like someone is mixing MLK and Michael Jordan metaphors, but we’ve heard much worse.

The idea is that the Journey is so functional it can do just about anything. We’re not sure how much different the Journey is compared to others in its segment, but perhaps homepage takeovers of AOL (today), Yahoo! (Friday) and MSN (Saturday) will tell us.

The rest of the advertising pie is heading to traditional media, like TV and print, along with hands-on efforts across the country, including three NASCAR races. The Journey went on sale quietly last month and sold nearly as well as the full-size Durango. And that was before a major ad blitz.

More Dodge Journey News (KickingTires)

Comments

[Don]

A pig with lipstick is still a pig.

[DodgeFan]

This is a very competitive lauch. I think they have adjusted the interiors and got decent reviews. Since this is one of their few new products, they have to shout to get the word out. Personally I wish there was a bigger gap between the Caliber and Journey. But the Journey is designed to pickup minivan and larger suv sales so a slightly different market.