Experiential marketing event celebrates consumers' love of Mercedes while raising scholarships for local students
August 10, 2004
Mercedes-Benz USA (MBUSA) will be hitting the road this summer with its largest ever experiential marketing event called the "LoveMercedes Tour." MBUSA will take all nine of its model lines to 12 cities across the U.S. allowing current and potential owners to experience new Mercedes models and in the process will raise money for scholarships in each of the cities it visits.
According to Michelle Cervantez, vice president of marketing for MBUSA, "Programs like the LoveMercedes Tour have been an extraordinary success for us for over 15 years, and we're always looking for ways to infuse our events with activities that have meaning for customers and prospective buyers. We know from our experience over the years that people attending these events are significantly more likely to buy a Mercedes once they've had the opportunity to get behind the wheel. It's what convinces people that a Mercedes is 'unlike any other.' With the help of our partners on the tour, we're able to build the relationship and establish the connection with the brand in a way that's relevant, non-intrusive and, let's not forget, fun."
Each weekend event offers attendees an opportunity to get to know a wide range of Mercedes-Benz models, including the recently launched E320 CDI diesel, the legendary SL convertible, and the all new SLK roadster due to dealerships this autumn. The event consists of track events designed to showcase the prowess of the model lines and an indoor component that allows visitors to experience the Mercedes-Benz brand in an engaging partnership with other products that are representative of four areas of the brand lifestyle: Living Well (home design), Innovation (cutting edge technologies), Relax and Recharge (spa and beauty) and Style and Leisure (fashion and travel).
Beyond the sheer fun of driving, each mile driven at the event will go toward a scholarship for a local student as part of the company's recently launched "DRIVE YOUR FUTURE: The Mercedes-Benz USA Scholarship Program" which benefits students who will be the first generation in their families to attend college. The company expects that driving enthusiasm will result in an average of two scholarships per market. The initiative is part of the national "DRIVE YOUR FUTURE" scholarship program which will award over $500,000 this year to hundreds of students across the country who demonstrate exemplary academic achievement, financial need, leadership, and participation in school and community activities. Detailed information regarding the DRIVE YOUR FUTURE program may be downloaded by visiting www.mbusa.com/drivefuture.
The LoveMercedes Tour kicked off in San Francisco on July 30th and is moving across the United States this summer. When it culminates in Dallas on October 24th, MBUSA estimates that it will have raised more than $50,000 in scholarships in the process of introducing 30,000 people to Mercedes-Benz and its products. The events are free to those interested in attending, but pre-event registration through the event's web site at www.lovemercedestour.com is required on a first-come, first-served basis.
The LoveMercedes driving course events feature a wide range of Mercedes-Benz model lines -- from coupes and convertibles to sedans and SUVs. Attendees will be invited to experience test drives on a variety of challenging courses that simulate real-world driving conditions. The courses were designed to demonstrate Mercedes' combination of performance, handling, and safety available throughout its model lines.