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Melbourne – Mercedes-Benz B-Class has teamed up with Lonely Planet to undertake
an innovative marketing campaign, FreedomFromWork, recognising that there is
more to life than work.
The FreedomFromWork campaign offers active people a guide to the best
adventures in Australia, by providing insights on how to make the most of their
leisure time. There are tips on where to ride, jump, run and dive to dream their
life away after work and on weekends.
The FreedonFromWork campaign is integrated to include the ‘adventures around
every corner’ booklet and website. A series of B-Class vehicles, named the
B-Train, will be travelling around Australia over the next six months to major
sporting events and locations, spreading the word and philosophy of
FreedomFromWork.
The B-Class is a natural fit for those who live an active lifestyle and
appreciate practicality and versatility. It combines the adaptability of a
minivan, the spaciousness of a station wagon, the exterior dimensions of a
compact hatchback and the sporty styling and handling of a sports car.
“We understand the intoxicating feeling of freedom that comes from jumping in
a car at the end of the working week and having the freedom to go in pursuit of
a memorable adventure,” said Horst von Sanden, managing director responsible for
Mercedes Car Group in Australia.
“The B-Class is all about making the most of your leisure time, which is why
we asked Lonely Planet to compile information about the best places to ride,
jump, run and dive close to every Australian capital city.
“Our FreedomFromWork campaign demonstrates in a tangible way the essence of
the Mercedes-Benz B-Class,” he concluded.
FreedomFromWork is about shutting down your computer and jumping into your
car at the end of a busy week. The free mini-guide will take readers into the
heart of the outdoors in each city to find the best cycling, mountain biking,
bushwalking, kayaking, paragliding, surfing, kite surfing, wind surfing, rock
climbing, diving and sailing.
“We set our writers the challenge of finding the best places to experience
after-work adventure close to home. The FreedomFromWork mini-guide book is the
ultimate guide for anyone interested in adventure – they should keep it in the
glove box of their car,” said Jeff Trounce, Lonely Planet business development
manager for Australia/Pacific.
“Lonely Planet is all about getting out and experiencing the best the world
has to offer. Our FreedomFromWork partnership with the Mercedes-Benz B-Class
brings that mission to life.
“Lonely Planet is about reliable information but we’re also about
inspiration. We hope the FreedomFromWork guide is equal amounts of each, with
something for everyone who wants an adventure close to home on the weekend, but
also for those with dreams of adventures around the world,” concluded Trounce.
Some examples of the themes listed in the guide include the Top 5 cycling
adventures listed as Lysterfield State Park (VIC), Coluzzi Ride (NSW), Mawson
Trial (SA), Munda Biddi Trail (WA), and Hell Ride (VIC). And the Top 5 events,
which according to Lonely Planet are Geoquest (NSW), Pier to Pub (VIC), Tour
Down Under (SA), Avon Desent (WA), and Around the Bay in a Day (VIC).
Demand for the Mercedes-Benz B-Class range has outstripped supply, with the
company negotiating for the supply of extra vehicles for the Australian market.
Since being launched in October last year, over 640 vehicles have been delivered
to customers and the company expects to deliver well above the 800 vehicles
initially forecasted for 2006.
The B-Class range, starting from $44,900, consists of the B 200, B 200 Turbo
and the recently released diesel B 180 CDI.
Want to know more? Visit www.FreedomFromWork.com.au or download
the PDF of the brochure .
Visit www.mercedesbenz.com.au/bclass
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