The New York event will be broadcast on NBC and Jeep is to support the sponsorship with a nationwide "Freedom Day" marketing initiative, which will include regional parade sponsorships, online activity, an advertising campaign and a sweepstake.
The ad campaign will be in the form of a four-page advertising section in the July issues of six Conde Nast titles, including Conde Nast Traveller and GQ.
The advertising is handled by Chrysler agency PentaMark Worldwide, which was formed by Omnicom-owned BBDO Worldwide as a dedicated agency for Chrysler after the car manufacturer appointed the Michigan agency to its account in 2000.
"Jeep is encouraging Americans to enjoy their freedoms this fourth of July and to remember the great heritage this country has in protecting those freedoms," Jeff Bell, vice-president of marketing for Jeep, said.
Every year, the New York department store Macy's hosts what it claims is the world's largest fireworks display on July 4. Four barges on the East River set off 20,000 shells and special effects.
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