"Welcome home. The new E-Class." That is the marketing campaign that has been chosen to represent the launch of the 2010 Mercedes-Benz E-Class. If you haven't already guessed, it's meant to highlight the fact that when inside the 2010 E-Class, one feels a sense of comfort and safety comparable to that of his own home. Accenting the "Welcome home" message will be other will be other witty catchphrases, including "Arrive as though you've never been away" and "The new Efficiency-Class: 204 hp, from 5.3 litres/100 km."
According to Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars: "The communicative focus is on design, safety and comfort of the new E-Class. These are addressed by the claim ‘ Welcome home’, which communicates this feeling across all channels. The highest standards with respect to design, safety, comfort and efficiency are aspects that have high importance all over the world. This enables us to use the campaign in more than 100 countries, ensuring that the new model will be uniformly positioned and communicated."
As for where you can expect to see the new E-Class campaign, planned media outlets that will display the "Welcome home" theme include television, newspapers, magazines, billboards and websites, while a series of official Mercedes webspecials complete the advertising blitzkrieg.
Read Article