In theatres May 30th nationwide
On May 30, when eager “Sex and the City” fans storm theatres nationwide to catch up with four of their favourite New Yorkers in the highly anticipated motion picture, they will also see some familiar Mercedes-Benz icons and a new member of the family making its screen debut.
Featured in the film are the Mercedes-Benz flagship S-Class sedan and Mercedes-Benz Fashion Week in New York, which is the backdrop for some scenes. Moviegoers will also get a preview of the All-New 2010 GLK-Class, a new compact SUV that combines a unique blend of styling, versatility and performance. The GLK, which will go on sale in Canada in January 2009, it makes its film debut alongside “Carrie Bradshaw” (Sarah Jessica Parker), “Samantha Jones” (Kim Cattrall), “Miranda Hobbes” (Cynthia Nixon) and “Charlotte York” (Kristin Davis).
“The four leading ladies in “Sex and the City” are world-famous fashion icons. They initiate trends in the fashion world that last for more than one season, just as Mercedes-Benz does in the automotive world.” President and CEO of Mercedes-Benz Canada, Marcus Breitschwerdt, adds, “This movie was a natural fit for us; it shows off our S-Class and it positions the new GLK-Class in its natural urban setting before it arrives in showrooms.”
A global microsite located at www.mercedes-benz.ca, link to “Revealing the GLK” went online on April 28th. This microsite immerses users into New York at night, where they can take a tour of the city with the new GLK. This virtual tour also provides a teaser of what users can expect if they win the trip to Mercedes-Benz Fashion Week in New York in September 2008. The microsite also includes comprehensive information on the GLK-Class , exclusive photography, video specials from the film and downloadable content.
In collaboration with the Canadian distributor of the film, Alliance Films, Mercedes-Benz Canada has developed an integrated marketing campaign scheduled to run from the end of May until early fall as an integrated platform to create awareness for the new GLK. This will include some newspaper advertising, in-cinema ads, an online sweepstake, in dealer-showroom signage, customer invitations to the premieres and private screenings of the movie. The bulk of the summer will be dedicated to gathering leads for potential GLK buyers. As soon as the new GLK arrives, these individuals will be contacted to test drive Mercedes-Benz’ brand new compact SUV.
To enter the online sweepstake from May 12-18, consumers will need to go to www.alliancefilms.com/sexandthecity . One lucky winner is eligible to win the Grand Prize Package which consists of a trip for two to New York City, including return airfare, one night’s accommodation in Toronto at the Hazelton Hotel , two nights’ accommodation at Le Parker Meridien in New York City, ground transportation in New York, an official Sex & the City Tour in New York City for the winner and his/her guest, two tickets to the Sex & the City Movie Premiere on May 27th in New York City at Radio Music Hall , a new outfit and shoes supplied by Hazelton Lanes, crystal accessories supplied by Swarovski and massages for winner and his/her guest. The Grand Prize winner and his/her guest’s Toronto and New York experiences will be documented on Entertainment Tonight Canada (ET Canada).
On May 28th, Mercedes-Benz Canada is a presenting sponsor for the “Sex and the City” Toronto premiere at the Scotiabank Theatre followed by a party at The Toronto Circus School. Premiere events will also be hosted at movie theatres in 5 other major markets across Canada.
About Mercedes-Benz and “Sex and the City”
In New Line Cinema’s “Sex and the City,” the all-new GLK350 4MATIC is driven by Samantha Jones, played by Kim Cattrall. Scenes in the film take place at Mercedes-Benz New York Fashion Week, and Carrie Bradshaw’s love interest “Mr. Big” (played by Chris Noth) is chauffeured throughout the film in the S550 sedan.
Mercedes-Benz has a longstanding relationship with the entertainment industry, and maintains offices in Hollywood that explore and maximize branded entertainment opportunities. Starting with the script, projects are cultivated from the idea stage to the finished product and, when commensurate at the level of “Sex and the City,” production and marketing collaborations also take place.
The collaboration between Mercedes-Benz and New Line Cinema’s “Sex and the City” began last summer (2007) when vehicles were provided for scenes in the film. In September the luxury automaker partnered with New Line Cinema to create scenes taking place at Mercedes-Benz Fashion Week in New York’s Bryant Park. In addition to driving the vehicle in the film, including scenes shot in December on Rodeo Drive in Beverly Hills, Miss Cattrall joined Dr. Dieter Zetsche, CEO of Daimler AG, for the global premiere of the Vision GLK at the Detroit Motor Show in January, 2008.
For more information, please contact:
Mercedes-Benz: JoAnne Caza 416-847-7550 email@example.com
Alliance Films: Carrie Wolfe 416-934-6962 firstname.lastname@example.org