Mercedes-Benz is partner to three Golf Majors, the Masters in Augusta since 2008, the PGA Championship since 2010, and most recently, the Open Championship since 2011. This year’s Open Championship at the Royal Lytham & St Annes Golf Club in England marks the second consecutive year of their partnership. The Open Champtionship will be held July 19-22nd.
Communication activities at the event will focus on the new CLS 63 AMG Shooting Brake, which celebrates its world premiere during the Formula One weekend at the Hockenheimring. The CLS Shooting Brake and Mercedes-Benz international golf brand ambassador Adam Scott will appear together in print, broadcast and online advertisements as well as on Facebook.
For those of you not yet familiar with Adam Scott, he is an Australian golfer that turned pro in 2000 and holds 19 titles. He is inspired by Nelson Mandella, jams out to Cold Play, surfs when not on the green and can’t get enough Australian barbecue.
“Darren Clarke, the defending champion, arrived at the course in the CLS Shooting Brake to ceremonially deliver the Claret Jug back to Peter Dawson, CEO, the R&A”, says Lueder Fromm. "And Adam Scott will be using the CLS Shooting Brake throughout the week as a dedicated car", he continues. “It is a great honour for us to be recognised as ‘Official Car of The Open Championship’, further strengthening public awareness of the close links between golf and Mercedes-Benz all around the world”, says Lueder Fromm, Director Global Marketing Communication Mercedes-Benz Cars.
Spectators will also be able to see the CLS Shooting Brake for themselves in the Mercedes-Benz display. Other vehicles in the on-course display will include the new SL, the new M-Class, the new A-Class and the Concept Style Coupé, heralding the arrival of a new four-door coupé in the mid-range segment. Mercedes-Benz will be providing the official shuttle service for The Open Championship with 60 vehicles, featuring a fleet of eco-friendly S 350 BlueTEC. A further 40 vehicles will also be made available to the R&A for their invited guests.
“Drive to the Major”
In 1989, the MercedesTrophy was created as a global series of premium tournaments for amateurs, and as part of this, all entrants worldwide can participate in the "Drive to the Major" competition. Qualifiers compete on a local Links Course during the Open Championship to win one of the treasured spots for the Monday After Event, held immediately after the Open Championship, on the same course where golf legends and professionals were competing the day before. They will also be able to spend an unforgettable week at the Open Championship as Mercedes-Benz guests, and meet brand ambassadors Adam Scott and Marcel Siem.