From:
http://www.brandrepublic.com/bulletins/digital/article/487404/mercedes-backs-lei
sure-complex-online-push-syzygy/

Mercedes backs leisure complex with online push through Syzygy

by Emma Rigby Revolution UK 22 Jul 2005

Mercedes backs leisure complex with online push through Syzygy

Mercedes Benz World: online marketing

LONDON - Mercedes-Benz World, the luxury car company's new retail and
leisure complex, is being marketed entirely through a preview website.

The site, http://www.mercedes-benzworld.co.uk/mbw/home.html, developed
by interactive agency Syzygy, showcases the new centre at Brooklands,
the historic motor racing circuit, which is due to open in Summer 2006.

The site focuses on Brooklands' motor racing heritage, aiming to build
excitement before the opening through video feeds and an interactive
tour of the complex.

Next year the site will be used to generate new car prospects and an
customer relations channel to communicate with potential Mercedes-Benz
customers. Before the opening, the data captured will be used to plan
conferences and generate income.

Peter O'Halloran, director of 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 will continue evolving the content as we progress towards launch."

Gareth Phillips, managing director at Syzygy, said: " We strove to
replicate [Mercedes-Benz World's] essence online to build interest in
its attractions and engage prospects and motor sports enthusiasts
alike."

Mercedes-Benz World aims to become one of the UK's premiere leisure
destinations and will include a five-star hotel and spa, exhibition and
conference space, a kids' zone, a café and restaurant. It includes a
service centre and a retail showroom for Mercedes-Benz, Smart, Maybach
and SLR McLaren models.

It will offer 2.5km of specially designed circuits for test drives or
learning advanced handling skills and a 10-acre off-road course.
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.