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Study - MOBILITY

THE BELLE ETOILE EVENT

Media Relations

CHALLENGE

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.

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

Résultats

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