Last Monday drivers from 24 European countries set off at the wheel of the new Mercedes-Benz A-Class on a grand Star Tour of Europe. The Star Tour marks the climax of a European campaign with the slogan "Follow your own star", which Mercedes-Benz is using to showcase the second generation of its successful compact car.
The Star Tour ended in Milan on Thursday with a huge finale featuring appearances by celebrities such as Christina Aguilera and fashion designer Giorgio Armani.
On Monday 800 participants in some 400 new Mercedes-Benz A-Class cars gathered in nine European cities to embark on this unique journey: prior to the official market launch, the Star Tour offered them the chance to experience the new A-Class at first hand during an extended trip lasting several days.
Those selected to drive have been drawn from 24 European countries. From June 28 to August 6 more than half a million people visited the Website www.follow-your-own-star.com about the European Star Tour.
The new A-Class opens a new chapter in the success story of the compact Mercedes. Its unique sandwich concept and striking one-box design blaze a trail for a whole new generation of cars, the company said in a statement last week.
For the first time, the second generation A-Class comprises two body versions. It is even more comfortable and features a more powerful engine. The high degree of perceived value, outstanding safety features and excellent interior versatility set new standards for the segment.
The Star Tour is part of a marketing concept to bring people together from all over Europe for the launch of the new A-Class, with the aim of deepening international, cross-border contact. Over four daily stages between 300 and 400 km, the teams followed picturesque routes through Europe's most stunning regions, while getting to know the unique character of the new A-Class - designed for modern, open-minded individuals.
Each new leg of the Star Tour ended either with a show programme, entertainment, a fascinating discussion forum, or a chance to visit special attractions. In the process tour participants had the chance to meet some extraordinary people - people who have made something of their lives, who have remained true to their goals - who followed their own star.
At their final destination, Milan, last Thursday evening at the imposing Castello Sforzesco, celebrities from the world of music, fashion, film and sport joined the Star Tour participants for a party. Highlights of the evening included an exclusive fashion show by Armani and a live concert by Christina Aguilera, during which the artist also performed the title Hello, which she produced exclusively for the A-Class campaign.
Malta was represented at the Star Tour by Tonio Darmanin and Jean Pierre Gatt, accompanied by local Mercedes-Benz representatives Auto Sales' sales manager Joseph Curmi. The new A-Class is expected to be launched in Malta early next year.