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our work > Chrysler Minivan Launch in San Diego ESI helped Chrysler launch the 2008 Chrysler Town & Country and Dodge Grand Caravan minivans with a twist: To test how family-friendly these vehicles are, Chrysler invited journalists to bring their families to the launch. Six waves of media from the U.S., Canada, Mexico and Puerto Rico attended the program in San Diego.
The four-day event began with a large group dinner and, to connect with the children in the audience, a welcome reception from Joan Embery, a champion of the need to preserve and protect the needs of animals. (She even brought a few of her “wildlife ambassadors” with her!)
Chrysler gave Town & Country and Grand Caravan presentations the next morning. Afterward, journalists drove to Joan Embery’s ranch, had lunch in Mission Bay and then had dinner at Miramar Air Force Base. On Day Three, journalists tested the minivans in real-world conditions: They took their families on a variety of family-oriented options around San Diego. Before, during and after the event, ESI managed the care, custody and control of all program, support, courtesy and comparison vehicles. ESI scouted all the drive routes, assisted Chrysler staff and guests, and also managed vehicle transportation and ground transportation — including airport pickups.
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