Mercedes-Benz Starts Communication on Grand Sports Tourer
Experience the excitement of the Grand Sports Tourer in documentary films
Win a personalized interior design concept from the renowned Graft architectural studios
Register now at www.mercedes-benz.com/grandsportstourer
Led by the slogan “Experience the Grand Sports Tourer”, Mercedes Benz is preparing for next year’s launch of the new vehicle concept with an exciting web-special and a multi-level mailing campaign.
On www.mercedes-benz.com/grandsportstourer Internet users can experience the new Mercedes-Benz Grand Sports Tourer in a multimedia presentation. This promotional campaign focuses on the four primary topics of design, space, comfort and performance. It also provides as yet unseen information on the development of this innovative vehicle.
Each topic is illustrated in its own special documentary film. The first episode allows viewers to follow the design development of the new vehicle. “To create a new type of vehicle like to the Grand Sports Tourer, which combines many different vehicle concepts into one car, you’ve got to view things from a new perspective,” GST chief designer Steve Mattin assesses his task. Mattin, along with colleagues from the Grand Sports Tourer Team, is at the center of the web-special. The experts from DaimlerChrysler are supported by a cast of internationally famous personalities from various non-automotive areas. For example, the renowned Graft architectural team (Berlin and Los Angeles) supports the presentation on the design. Graft is well known in Hollywood for his designs of hotels and scenery for music videos and counts famous style-setters like Brad Pitt among his clients.
Visitors to the web-special on the Grand Sports Tourer will find a special highlight awaiting them: registered users will be eligible for a drawing in which Mercedes-Benz will award a flight for two persons to Berlin, where they’ll be able to personally meet with the Graft team. Working with these design experts, they’ll develop an exclusive, customized interior design concept for within their very own four walls. In addition, the winner will stay overnight in the “Q!” hotel, also designed by Graft.
At the same time the Internet site starts operation, a mailing campaign will also begin. Until the actual vehicle launch in 2005, interested users will also be able to get informed about the development of the vehicle at regular intervals. Those interested in this service can get further information by calling the toll-free number 00800 40204022.
With the introduction of the Grand Sports Tourer, Mercedes-Benz will define a new vehicle segment. The GST is multifunctional and ready to meet the many challenges encountered in everyday uses. Its intelligent, visionary design is truly innovative and distinctive in all respects. With this new development, Mercedes-Benz is aiming at those who are receptive to a new functional and evocative vehicle with great comfort and convenience as well as high levels of quality and design.
As the market launch for the Grand Sports Tourer in 2005 approaches, Mercedes-Benz will be continuously updating and expanding the facets and features of the Internet presentation at www.mercedes-benz.com/grandsportstourer. “This web-special and the mailings are the central components of the launch-related campaign. This multimedia look behind the scenes of vehicle development is an unusual approach that truly befits such an unusual automobile,” stated Marc Frank, in charge of Relationship Marketing at DaimlerChrysler AG. The first “Design” segment will be followed in fall 2004 with a film on “Space.” In spring 2005 there will be a special devoted to “Comfort.” The series will conclude later in 2005 with a special presentation on “Performance.”