Creating a Special Feeling in New York

A different kind of press conference for NYIAS

Mercedes-Benz launched the redesigned GL-Class luxury SUV at the 2012 New York Auto Show, and the German automaker employed the services of OSK to ensure that its display and press confer­ence were top-notch...

Mercedes-Benz launched the redesigned GL-Class luxury SUV at the 2012 New York Auto Show, and the German automaker employed the services of OSK to ensure that its display and press confer­ence were top-notch. Not only did the automaker want to simply launch a car, it was looking to create an entire aura of excite­ment around it. Thus, OSK came up with a complete concept, from atmo­sphere to assembly: their team designed the show stand, created all visual displays - including videos and presen­ta­tions - wrote speeches for Mercedes-Benz exec­u­tives and commis­sioned the Rock City Brass (a merging of two sepa­rate brass bands) to perform during the press confer­ence. Event coverage by the media was compre­hen­sive and far-reaching, with hundreds of arti­cles being placed.

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