Mercedes Benz World Launches Online

Mercedes Benz World, the prestigious retail, leisure and brand centre which opens in summer 2006 has just launched an online presence. It will be the luxury car company’s largest retail, leisure site in Europe.

The website (www.mercedes-Benzworld.co.uk ) was developed for Mercedes Benz by interactive agency Syzygy to preview the forthcoming facilities at Brooklands, and to reinforce Mercedes Benz’s reputation for innovation and quality. The site’s emphasis is on content which conveys the experiential elements of the centre, to build anticipation for the June 2006 opening.

Mercedes Benz World will become one of the country’s premiere destinations for a day out and will include a five star hotel and spa, exhibition and conference space, a kids’ zone, a café and restaurant, a service centre and a comprehensive retail showroom for Mercedes Benz, smart, Maybach and SLR McLaren models.

A key attraction will be driving experiences on 2.5 km of specially designed circuits for test drives or learning advanced handling skills. A 10-acre off-road course doubles as a flood compensation scheme, protecting local homes and businesses from the risk of flooding.

Mercedes Benz and Brooklands enjoy an historic relationship - Brooklands was the world’s first purpose-built racing circuit, opening in 1907. In 1909, Victor Hemery broke five records in a racing Benz in one day, including two world records. This was followed in 1913 by two world land speed records set by L.G. Hornsted in a modified "Lightning Benz".

The website offers information on the centre’s heritage and its connection with Mercedes Benz technology, using streaming video and an interactive tour of the complex. It captures data on interested parties and will provide conference information to generate conference prospects and income. In 2006 it will act as a focal point for retailer and visitor information and become a site to generate new car prospects. It will also be fully deployed as an eCRM channel for communicating with potential Mercedes Benz World customers.

Peter O’Halloran at DaimlerChrysler UK Retail said: "The website is currently the centrepiece of our marketing efforts, culminating in the launch of Mercedes Benz World next year. We’re very pleased with its design which reflects our reputation for innovation and our commitment to preserving the UK’s motorsport heritage. We will continue evolving the content as we progress towards launch."

Gareth Phillips, managing director at interactive design agency Syzygy, said: "Mercedes Benz World is an exceptional venture and it needed an exceptional website to accompany it. We strove to replicate its essence online to build interest in its attractions and engage prospects and motor sports enthusiasts alike."

Published 21 July 2005 Melanie Carter

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