Mercedes Launches 2007 S Class in TV, Print, Online
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[01/30/2006] NEW YORK - Powered by a comprehensive campaign by lead agency Merkley+Partners, New York, Mercedes Benz USA is rolling out a new series of TV, print and online ads today, stressing the brand's heritage and style.
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NEW YORK - Powered by a comprehensive campaign by lead agency Merkley+Partners, New York, Mercedes Benz USA is rolling out a new series of TV, print and online ads today, stressing the brand's heritage and style.
The TV efforts feature three new spots which will be seen on Lost, Desperate Housewives, CSI, Grey's Anatomy, Two and a Half Men and 24, and even following President Bush's State of the Union Address Tuesday night.
Print campaigns will break in The Wall Street Journal, Barron's, Forbes and numerous other local and national publications.
The print component of the campaign complements the broadcast in reminding people of the brand's leadership, said Alex Gellert, president and CEO of Merkley+Partners, in a statement.
Late last year, in partnership with Saks Fifth Avenue, 20 special edition versions of the upcoming $145,000 Mercedes S600 were made available to Saks' Holiday Catalog Shoppers. All 20 vehicles sold out in less than seven minutes, leaving 700 more would-be shoppers on hold.
A microsite giving an online tour of the new S550 is available at mbusa.com/microsite/s-class/index.jsp.
Mercedes spent $162 million on advertising in 2004, and $141 million from January through November of last year, per Nielsen Monitor-Plus.
The TV efforts feature three new spots which will be seen on Lost, Desperate Housewives, CSI, Grey's Anatomy, Two and a Half Men and 24, and even following President Bush's State of the Union Address Tuesday night.
Print campaigns will break in The Wall Street Journal, Barron's, Forbes and numerous other local and national publications.
The print component of the campaign complements the broadcast in reminding people of the brand's leadership, said Alex Gellert, president and CEO of Merkley+Partners, in a statement.
Late last year, in partnership with Saks Fifth Avenue, 20 special edition versions of the upcoming $145,000 Mercedes S600 were made available to Saks' Holiday Catalog Shoppers. All 20 vehicles sold out in less than seven minutes, leaving 700 more would-be shoppers on hold.
A microsite giving an online tour of the new S550 is available at mbusa.com/microsite/s-class/index.jsp.
Mercedes spent $162 million on advertising in 2004, and $141 million from January through November of last year, per Nielsen Monitor-Plus.
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