Mercedes Benz has recently launched two campaigns to target the British market. The first effort is dedicated to the new B-Class model which will arrive on the market at the beginning of September. Tv and print ads aim at building curiosity and driving traffic to the B-Class website.
The second effort is inspired to Mercedes-Benz World, a new retail and leisure complex to be opened in Summer 2006 at Brooklands. The Mercedes village will include a top class hotel, exhibition and conference spaces, kids' spaces, a restaurant as well as circuits for test drives. According to the description provided on Revolution Magazine, Mercedes-Benz World appears to be a large-scale experiential marketing effort to engage the entire family.