ROCHE MACAULAY MARRIES MERCEDES-BENZ PUBLICITY STUNT WITH TORONTO INTERNATIONAL FILM FESTIVAL
By Adnews Staff
A convoy of nine brightly coloured 2002 Mercedes C-Class sport coupes toured Toronto streets last week in a publicity event by Toronto's Roche Macaulay & Partners that was planned to coincide with the premier of the film The Last Wedding, which opened the annual Toronto International Film Festival. The publicity effort used 18 employees of the agency and Mercedes-Benz dressed in wedding attire, with a bride and groom in each vehicle. The cars, which also displayed "Just Married" signs, drove from Mercedes-Benz's offices to Roy Thompson Hall where the premier of The Last Wedding was taking place. "Based on our research, the target for the new C-Coupe was definitely in attendance at the event so it was a great opportunity to capture their attention and imagination using the car in motion," said Roche Macaulay president Bob Shanks. The stunt was part of a larger effort that is promoting the coupe in "unexpected ways." The agency's national communications campaign to introduce drivers to the sports coupe began late last month and includes a 60-second cinema spot, print and Internet advertising and outdoor posters and billboards.