Chrysler Group is forming a "multi-year partnership" with singer Celine Dion and the Chrysler brand.

The agreement covers a wide array of marketing, promotional and advertising activities.

The partnership launches in early 2003 with a Chrysler TV spot featuring Dion and her music. That will mark the start of an extensive, multi- media advertising campaign that will span print, broadcast, and the internet. A new song written specifically for the ad campaign is a key feature of the partnership.

Other elements include personal appearances by Dion, special consumer promotions, dealer tie-ins, interactive communications, owner communications, retail initiatives, television programming and recording tie-ins.

"Celine Dion personifies the Chrysler brand slogan, 'Drive Equals Love,'" said DaimlerChrysler marketing chief Jim Schroer. "This is the kind of branded harmony you dream about."

"I hope this works better than the Lee Iacocca [the then Chrysler boss] deal with Frank Sinatra," said an industry insider, referring to a similar agreement forged with the famous New Jersey-born singer during the 1980s.

Schroer said Chrysler wants to attract younger, more affluent buyers and the Celine Dion partnership is a key component of that strategy.

"Celine Dion will play an important role in repositioning the Chrysler brand because she embodies the essence of all Chrysler vehicles -- beauty, romance, sophistication and refinement," Schroer said.

"I'm truly excited about this partnership," said Dion.  "It just feels right to be working with a group of men and women who are so passionate about what they do."

Dion, who sang the theme song of the recent smash movie hit 'Titanic', has sold over 150 million albums.  She is a six-time Grammy Award winner and her recordings have won two Academy Awards.