On 12 July 2016, Mercedes exhibited some of the most striking models it has released throughout the years at the Grand Palais in Paris. This consisted of a daytime event open to the general public, followed by a VIP evening party.
CHALLENGE
ACTION PLAN
Use multiple plans of attack to ensure media coverage in various types of publications, including:
- Celebrating the company’s 120th anniversary: a success story
- Portraits and interviews of Mercedes’ spokespeople, focusing on design, the brand and its history
- Inviting brand ambassadors to the event
- Inviting members of the press, influencers and prescribers to live the Belle Etoile experience
RESULTS
Increasing the visibility of the event in the general media
- 150 clippings and 200 social media posts
- 15 interviews in outlets such as Les Echos, TF1, LCI, BRM Radio and BFM TV
- 16 TV and radio features
- 400 attendees
