Mercedes find way to drive advocacy

Mercedes-Benz USA has just launched a new exclusive hotels and resorts program for existing owners. It entitles them to stay at a collection of distinct properties with exclusive benefits that include complimentary use of Mercedes-Benz vehicles, welcome gifts and room upgrades.

Lisa Holladay, manager of Mercedes-Benz brand experience marketing said: “Our new Destinations program extends that luxury experience by offering exclusive customer benefits through select, hand-picked properties that are quite extraordinary.”

This looks like a really good idea. As ever, perfect execution will be vital.

If they get it right it should be a great way to delight existing consumers.

If they get it wrong it could be a disaster.

Anyone responsible for delivering brand experience should look at this type of approach and consider how they can design approaches that delight their consumers.

It is a powerful way to drive advocacy.