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Mercedes-Benz USA is upping the ante on car makers’ dueling ride-and-drive promotions, launching its largest experiential-marketing effort to date, the “Love Mercedes Tour.” The 12-city, three-month road show, which starts Friday in San Francisco, is the first to showcase Mercedes’ full line of vehicles.
The effort, via Omnicom Group automotive-marketing shop AMCI in Los Angeles, refers to the “Love Mercedes” ad campaign from Merkley + Partners in New York. Neither Mercedes nor AMCI would reveal spending, but AMCI president Gordon Wangers estimated the average ride-and-drive costs $3-15 million for programs with 10 or more markets.
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