Cadillac Promotes Bieber Auction for Cure Duchenne

Luxury brand and Sony Music to provide winning bidder with trip to see pop singer

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Apr 25, 2011, 10:00 ET

DETROIT, April 25, 2011 /PRNewswire/ -- Cadillac and Sony Music are auctioning a Justin Bieber prize package to benefit Cure Duchenne, a nonprofit group that funds research and awareness of Duchenne, the most common muscle disease in children.

Fans can bid on a trip for two to see pop singer Bieber in concert at select locations on his world tour. The winner of the auction also will receive a copy of Bieber's new album, "Never Say Never – The Remixes," which features music from his recent film, "Never Say Never."

The auction begins today and runs through May 1. It will be promoted through a series of advertisements on Clear Channel radio stations and Sirius/XM Satellite Radio. For more information on the auction, visit www.cureduchenne.org.

"Once again, Cadillac's marketing team has come up with a unique way to massively increase public awareness about Duchenne, the most common progressive muscle disease to affect children worldwide," said Cure Duchenne advocate Mindy Cameron. "Cure Duchenne is honored and thankful for Cadillac's continued support in the battle to find treatments and cures for this devastating condition."

Cadillac became a supporter last year of Cure Duchenne, producing a public service announcement about Duchenne and auctioning Super Bowl ticket packages to benefit the Newport Beach, Calif.,-based charity.

"Cadillac has been impressed with Cure Duchenne's relentless efforts to seek new and innovative ways to treat and ultimately cure this devastating muscle disease," said Don Butler, vice president of Cadillac marketing. "After helping shine the spotlight on Duchenne during the football season, we began looking for other opportunities to help this worthy cause."

Duchenne affects 20,000 boys and young men in the United States. It is a genetic disease that occurs in one of 3,500 boys worldwide. Boys with Duchenne are usually diagnosed by the age of 5, in a wheelchair by age 12, and may be completely paralyzed by their late teens.

Most patients do not live to see adulthood. Until now, there has been no cure, but for the first time there is hope that current research will result in treatments that will greatly improve the lives of children with Duchenne.

About Cadillac

Cadillac has been a leading luxury auto brand since 1902. In recent years, Cadillac has engineered a historic renaissance led by artful engineering and advanced technology. More information on Cadillac can be found at media.cadillac.com.

SOURCE General Motors