AUBURN HILLS, Mich. -

The Dodge brand is hoping to reach out to a key demographic of customers in a new marketing strategy the automaker started on Thursday .

The company highlighted a return to multicultural marketing and advertising with a new television campaign called “Secret Door” that’s aimed at specifically the Hispanic market. Dodge emphasized the TV spots — inspired and played out in the tradition of a Hispanic telenovela — are designed to keep viewers in suspense as they follow a couple on a journey.

Officials explained “Secret Door” follows a Hispanic man with a piece of paper in his hand as he makes his way down an alley and eventually enters a nondescript building through an unmarked door. However, they pointed out the man is unaware that he is being followed by someone in a mysterious black Dodge Journey.

Viewers will have to stay tuned to see what happens next, according to Dodge.

The automaker said the TV campaign features two 30-second spots as well as a 60-second spot, which were broadcast exclusively during Thursday’s 11th annual Latin Grammy Awards. Dodge served as the exclusive automotive sponsor.

The OEM also planned to be on the green carpet and at the official Latin Grammy after-party. Officials intended to delivered coverage of Dodge’s participation with photos and videos posted on the Dodge Facebook page, blog at www.RedLetterDodge.com and tweets from the Dodge Twitter handle (@dodge).

“As the Dodge Brand continues to redefine itself and identify our target audience, it is important to include and reach out to the Hispanic market with our marketing and advertising initiatives,” explained Ralph Gilles, president and chief executive officer of Dodge.

“Many of the Dodge brand vehicles appeal to this market and it is important that we are at the forefront of their car-buying, decision-making process,” Gilles continued.

“The comprehensive marketing and advertising campaign developed is both smart and engaging, and conveys the essence and imagery of the Dodge brand,” he added.

More information and vehicle photos are available at www.dodge.com/agarrate.