THE CHALLENGE:

In the fiercely competitive luxury automobile market, it takes more than outstanding design to win over the valuable High Net Worth Individual audience, and Mercedes-Benz urgently needed a way to connect with their VIPs and talk about the future of their electric offerings.

THE SOLUTION:

Driving Dreams, Living a Lifestyle

We discovered that our HNWI audience over-indexed on a passion for golf and the PGA. So, in partnership with The Masters Tournament, we set about creating “Halo Partnerships” and once-in-a-lifetime experiences to devise an exceptional hospitality program for over 300 VIP guests that made use of all the iconic locales of the course. The focus was pairing each course area with consumer passion points like food, music, travel, and the vehicles that most brought those themes to life.