STREET CIRCUIT WEEKENDER

Avis has a longstanding relationship with Mercedes-Benz and wanted to leverage this via a co-marketed content platform.

The aim? To inspire journeys, make people aware of Avis’ Mercedes fleet and encourage bookings. But in the very crowded travel content space, we needed a unique and compelling angle…

We knew our target audience was fond of travel, motorsport (or both). We also knew that to be effective, we needed to make our offering ‘buyable’. This couldn’t be typical brand naval-gazing, we needed to inspire but also make it easy for viewers to do exactly what we were showcasing.

We created a short-form travelogue content series, ‘Street Circuit Weekender,’ highlighting road races with an intimate connection to Mercedes-Benz racing history, that also combined stunning travel locations. Critically, we showcased the route and locations visited on a microsite and ensured each trip could easily be enjoyed over a long weekend.