Cannes Film Festival is perhaps the most popular festival of its kind. With a high concentration of celebrities and the movie stars it attracts 24×7 media attention. It has become a platform from where one can highlight and showcase new high end products. The luxury car makers also seem to have jumped on the Cannes bandwagon. Last year, at Cannes one could see Maybach embellished with diamonds and this year Mercedes Benz has brought in cars that are covered in gold. The golden wrap job will appeal a lot to the affluent customers from the Arab world who like everything made or covered in gold.
It is the luxury car maker’s way of celebrating the awarding of the 65th Palme d’Or (Golden Palm). The golden Mercedes Benz, and there is an entire fleet of them operating in Cannes, is being used to shuttle guests who are mostly celebrities and stars. A future model of the car, a 2013 Mercedes-Benz SL65 AMG has also been covered in gold and brought into Cannes for display. The special car has been stationed at the legendary Cinema Against AIDS Gala being organized by the amfAR foundation at the Hotel du Cap-Eden-Roc on May 24. The car maker feels that the model will get good exposure here as the people assembled at Cannes for the festival are all part of their target market.
Mercedes’ performance arm AMG has become super active and organizing high profile events to maximize the exposure to their vehicles. They are sponsoring the legendary “Le Club by Albane” at the J.W. Marriott hotel and the “IWC Filmmakers Dinner” at the Hotel du Cap-Eden-Roc. They have put together a fleet of their vehicles from different models to provide exclusive shuttle service to the guests wanting to participate in the events. AMG has brought in some of their latest models and are providing test drives to public along the French Riviera. They have set up a Mercedes-AMG desk in the lobby of the Hotel InterContinental Carlton Cannes where guests can register for a test drive.