The Team and Their Vito Sport
Mercedes-Benz Vans announce the launch of their national lifestyle marketing campaign for Vito Sport and their partnership with leading mountain bike race team, Team Ashton Diamondback and the Animal relentless Bike Tour. Promoting the Vito Sport as a perfect match for keen mountain bikers, the campaign, created by Cygnus Associates, encompasses pr, digital media, events and promotions, alongside the sponsorship deal.
As part of the sponsorship deal which engages Team Ashton Diamondback as brand ambassadors, Mercedes-Benz have given the team two Vito Sport vans, which they will use to transport both themselves and their equipment to competitions and events all over Europe. The team will also be filming podcasts during their summer activities, in which the team vehicle will feature.
The Vito Sport will also be supporting the riders on the forty date Animal Relentless Bike Tour and at International competitions throughout the summer. By showcasing the vehicle’s prowess at these events, Mercedes-Benz are confident the attributes of the Vito Sport will demonstrate its suitability to the mountain biking market and increase desire for the Vito Sport within this target area.
Steve Bridge, Mercedes-Benz Van Sales and Marketing Director explains, “This is an unprecedented move for us. We are taking a huge step away from our traditional advertising route and working to engage with customers rather than talking at them.”
“The sponsorship deal ensures the Vito Sport is visible at mountain biking events, allowing customers to see and feel the vehicle within an environment in which they are comfortable. We feel that moving away from more aggressive advertising techniques and employing more experiential methods is in keeping with how this specialist market prefer to be approached.”
To support the campaign, Mercedes-Benz Vans have also launched a dedicated microsite, http://www.vitosport.co.uk.
The site gives details of the vehicle’s outstanding features, the Animal Relentless Bike Tour programme - where the Vito Sport will be on show – downloadable wallpaper, plus photos and videos showing both the Vito Sport and Team Ashton Diamondback in action at events so far this year. Future plans include Twitter and Facebook pages.
Photo:
http://www.prlog.org/
