Mercedes-Benz Canada and Live Nation Canada have struck a deal to make the luxury automaker present at concerts across the country and offer perks to its customers who love live music.

Through the multi-year promotional agreement, the Mercedes-Benz Canada brand and three-star logo will be displayed at live performances, the companies said in a joint statement.

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The deal made its public debut Monday night, when music fans could spot the Mercedes-Benz logo throughout the Air Canada Centre in Toronto during Bon Jovi’s performance, Sinead Brown, a spokeswoman for the automaker, told Amplify. 

The car company, as part of the deal, is also introducing a  new concierge service called Mercedes-Benz Star Access, which will allow people who have leased, financed or purchased a Mercedes to speak to someone personally on the phone and subsequently buy concert tickets anytime between 11 a.m. and 7 p.m. Eastern time.

A separate new program, Mercedes-Benz Star Access VIP, also will create “unique experiences” for Live Nation Canada concertgoers who drive one of the brand’s cars, the statement said.

“We believe our customers deserve the best,” said Brian D. Fulton, president and CEO of Mercedes-Benz Canada. “It’s what they expect from our vehicles and it’s what we strive for in every customer interaction. Through this partnership, we can now facilitate access to the best live events in the country.”

He added: “Live music has the power to move people. We want to be a part of that fun and excitement.”

Mercedes-Benz plans to showcase the slogan – “Be Moved” – at concert venues. It will appear on digital screens and will be complemented with a “dynamic and layered creative that comes alive through a sound-wave animation,” the statement said.

Virginie Aubert, Mercedes-Benz Canada’s vice president of marketing, said the partnership with Live Nation “is about celebrating our passion for performance. ‘Be Moved’ plays on both the literal and figurative meaning of the word, making a bold statement about the Mercedes-Benz brand, while also extending an invitation for concertgoers to embrace, enjoy and be inspired by the live music experience.”

The two brands’ passion for performance is reflected in the new partnership, said John May, president of media and corporate partnerships for Live Nation Canada.

“That passion has made us best-in-class in our respective fields, and we’re thrilled to now be working together,” he said.

Maggie O'Brien

Maggie O'Brien

Maggie O'Brien has been a journalist for more than 15 years. She's covered everything from from crime to politics to fitness. Writing about bands and shows takes her back to the days of going to punk rock shows in the Midwest.
Maggie O'Brien

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