Mercedes-Benz's Glaser Talks Sports, Cars At U.S. Open
When it comes to sports and experiential marketing, Mercedes-Benz USA has a full plate this year.
The automaker, the "official vehicle" of the U.S. Open tennis tournament, and presenting sponsor of the Men's Singles Championship, has a big footprint at the U.S. Tennis Association Tennis Center in Flushing, Queens, where it has nearly as many vehicles on show as the center has courts.
The automaker is using the event to showcase vehicles like the forthcoming CLA concept, a sleek car meant to bring in a new buyer. Even before the tournament ends, Mercedes-Benz will roll into Manhattan to activate against Mercedes-Benz Fashion Week.
Then there's golf, with Mercedes-Benz's presence at the PGA Ryder Cup in September.
And, finally, there's Super Bowl XLVII, which will be played at the automaker's "house," the Mercedes-Benz Superdome in New Orleans.
At the link, Marketing Daily’s automotive editor, Karl Greenberg, hits some volleys at the U.S. Open with Bernhard Glaser, VP of marketing at the Montvale, N.J.-based automaker.