issued June 2006

Mercedes team up for FreedomFromWork

Melbourne – Mercedes-Benz B-Class has teamed up with Lonely Planet to undertake an innovative marketing campaign, FreedomFromWork, recognising that there is more to life than work.

The FreedomFromWork campaign offers active people a guide to the best adventures in Australia, by providing insights on how to make the most of their leisure time. There are tips on where to ride, jump, run and dive to dream their life away after work and on weekends.

A series of B-Class vehicles, named the B-Train, will be travelling around Australia over the next six months to major sporting events and locations, spreading the word and philosophy of FreedomFromWork.

The B-Class is a natural fit for those who live an active lifestyle and appreciate practicality and versatility. It combines the adaptability of a minivan, the spaciousness of a station wagon, the exterior dimensions of a compact hatchback and the sporty styling and handling of a sports car.

“We understand the intoxicating feeling of freedom that comes from jumping in a car at the end of the working week and having the freedom to go in pursuit of a memorable adventure,” said Horst von Sanden, managing director responsible for Mercedes Car Group in Australia.

“The B-Class is all about making the most of your leisure time, which is why we asked Lonely Planet to compile information about the best places to ride, jump, run and dive close to every Australian capital city.

“Our FreedomFromWork campaign demonstrates in a tangible way the essence of the Mercedes-Benz B-Class,” he concluded.

FreedomFromWork is about shutting down your computer and jumping into your car at the end of a busy week. The free mini-guide will take readers into the heart of the outdoors in each city to find the best cycling, mountain biking, bushwalking, kayaking, paragliding, surfing, kite surfing, wind surfing, rock climbing, diving and sailing.

“We set our writers the challenge of finding the best places to experience after-work adventure close to home. The FreedomFromWork mini-guide book is the ultimate guide for anyone interested in adventure – they should keep it in the glove box of their car,” said Jeff Trounce, Lonely Planet business development manager for Australia/Pacific.

“Lonely Planet is all about getting out and experiencing the best the world has to offer. Our FreedomFromWork partnership with the Mercedes-Benz B-Class brings that mission to life.

“Lonely Planet is about reliable information but we’re also about inspiration. We hope the FreedomFromWork mini-guide is equal amounts of each, with something for everyone who wants an adventure close to home on the weekend, but also for those with dreams of adventures around the world,” concluded Trounce.

Some examples of the themes listed in the guide include the Top 5 cycling adventures listed as Lysterfield State Park (VIC), Coluzzi Ride (NSW), Mawson Trial (SA), Munda Biddi Trail (WA), and Hell Ride (VIC). And the Top 5 events, which according to Lonely Planet are Geoquest (NSW), Pier to Pub (VIC), Tour Down Under (SA), Avon Desent (WA), and Around the Bay in a Day (VIC).

Demand for the Mercedes-Benz B-Class range has outstripped supply, with the company negotiating for the supply of extra vehicles for the Australian market. Since being launched in November last year, over 550 vehicles have been delivered to customers and the company expects to deliver well above the 800 vehicles initially forecasted for 2006.

The B-Class range, starting from $44,900, consists of the B 200, B 200 Turbo and the recently released diesel B 180 CDI.

Want to know more? Visit www.FreedomFromWork.com.au or download the PDF of the brochure.

Visit www.mercedesbenz.com.au/bclass