NEW YORK-Ericsson Inc. Mobile Phones and Terminals announced it will be the exclusive presenting sponsor of Grammy Award winning singer Celine Dion for her 1998-1999 North American concert tour, “Lets Talk About Love.”
Dion sings “My Heart Will Go On,” this year’s Academy Award-winning song from the movie “Titanic.” Last year, Dion’s “Falling into You” album won two Grammy Awards.
“The power of communications is my life, so I am very excited about this tour and my association with Ericsson,” Dion said at a press conference.
“All my life, it has been so important to be surrounded by the right people with the right stuff. I feel wonderful to be surrounded by Ericsson.”
In conjunction with her tour, Dion will appear in a new Ericsson Inc. broadcast advertising campaign, which Ericsson also will incorporate into promotional, point-of-purchase and other marketing activities.
“Her demographics are the broadest I’ve ever seen. She’s popular with (people) ages 11 through 64,” said Daryl S. Toor, director of public relations for Ericsson Mobile Phones, Research Triangle Park, N.C.
“She is an icon who isn’t controversial and we’re confident she can represent Ericsson. Her entourage has been using Ericsson phones for three to four years, so she is familiar with our brand and enjoys our products.”
As part of the promotion, the Ericsson logo will appear on all tickets sold for Celine Dion’s 1998-1999 North American performances, Toor said. Ericsson signs will be displayed prominently at each venue and its products will be displayed in kiosks outside each show.
Ericsson’s planned broadcast advertising campaign will include an “implied endorsement” by Dion through incorporation of “footage from her concerts,” Toor said.
The agreement between Dion and Ericsson calls for “charitable partnerships,” possibly on behalf of the Cystic Fibrosis Association of Canada, which Celine already supports, or other charitable organizations.
This aspect of the plan hasn’t yet been completed, said David Korb, vice president of sales and marketing North America for Ericsson Mobile Phones. However, cause-related efforts typically have played a role in past Ericsson sponsorship partnerships, he said.
Dion’s tour starts Aug. 21 in Boston and is scheduled to run in 25 U.S. and Canadian cities this year. The tour then will resume in April 1999.
“Our partnership is testament to our common belief in the power of the human voice,” Korb said.
