Mercedes-Benz begins Garage Gigs campaign
Mercedes-Benz Canada has begun a new marketing campaign that focuses on the garage as a place for innovation. The initiative, called "Garage Gigs," will feature emerging Canadian musicians performing private concerts in a garage-style venue in Toronto. Through the summer, Mercedes will release recordings from these performances via online streaming service Spotify. The songs will be accompanied by interviews and additional related content. Video of the concerts will be posted to YouTube. Participating musical acts will include The Beaches, Spencer Burton and others.
"Something special happens when people are given the right environment to pursue their passions," said Virginie Aubert, vice-president of marketing at Mercedes-Benz Canada. "Particularly in our organization and for up-and-coming musicians, the garage is that perfect space. 'Mercedes-Benz Garage Gigs' is about highlighting emerging Canadian talent while also celebrating the garage as a catalyst for creativity."