TVS Sundaram Motors, a key dealer for Mercedes Benz in South India, recently unveiled the GLA 45 AMG in the common arrival hall of the Kempegowda International Airport (KIAB), much to the delight of passengers.
With an aim to engage potential high-end audiences at the airport, the brand has signed a long-term deal and has plans to use the space for launching more products.
It is pertinent to note that the target market for the AMG series includes the young upper-class consumers who want a car with luxury-level conveniences and a high-end feel. The audience profile at KIAB precisely matches the TG with over 74 per cent passengers in the age group of 22- 44 years, 70 per cent travelling for business and 22 per cent travelling for leisure. The campaign is being strategically run in the common arrival hall of KIAB allowing the premium international as well as the domestic audiences to gain first-hand experience of the high-performance GLA 45 AMG.
GV Sanjay Reddy, MD, BIAL, adds, "We are delighted to partner with Mercedes and bring to our passengers the excitement of coming in contact with a premium, high-performance vehicle. Floor displays are a great engagement strategy and it is encouraging to see brands building more strategic and sustained relationships with their audiences at our airport."
"Airports are a gateway to quality audiences, especially in case of premium categories like luxury cars. They offer a unique opportunity to reach a high-net-worth global audience who expect to see luxury advertising whilst at the airport," shares Alok Duggal, business head, KIAB, JCDecaux.
"We are glad to have partnered with TVS Sundaram Motors for this campaign. Adding the Mercedes Benz experience takes our portfolio to the next level, and we are looking forward to a long-term relationship," he adds.