Submitted by House of Comms

Mercedes - Maybach S-Class

House of Comms launched the Mercedes-Maybach S-Class through a two-day invite-only event at Jetex VIP Terminal, reporting 110+ Pieces of Coverage from the programme.

$193,000+ PR value in USDPR value in USD
22+ Media & Influencers in Attendancemedia and influencers in attendance
110+ Pieces of Coveragepieces of coverage
5M+ Reachreach
3 sales were secured from the two-day eventsales secured

Case in 60 seconds

House of Comms was tasked with launching the Mercedes-Maybach S-Class, and the agency worked with an events agency to arrive at both a location and an event concept for the launch.

The campaign appears to turn on the fact that a car of this order is bought on personal experience rather than announcement, so withholding the model until arrival made attendance itself the reveal.

The organizing thesis was concealment, because the invitation carried only the venue and the time, which left the launching car unnamed and turned a scheduled press occasion into a surprise.

Media and KOLs were collected from their homes or offices in an old Maybach and driven to Jetex VIP Terminal, where across two days each guest took a one-on-one with senior representatives from the brand.

House of Comms reports 22+ Media & Influencers in Attendance, 110+ Pieces of Coverage, $193,000+ PR value in USD and 5M+ Reach, with 3 sales secured from the two-day event.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Media and KOLs invited to the launch, alongside VIPs travelling through the Jetex terminal across the two days.
Based on the available evidence, the tension sits between a launch that needs coverage and a car whose appeal rests on exclusivity, so the invited list stayed small while the venue supplied a further audience of travelling VIPs.
Luxury car launches compete for the same motoring media and KOLs, so House of Comms withheld the model from the invitation rather than asking a crowded list to attend on the strength of the name alone.
Senior representatives from the brand sat in one-on-one conversation with each guest across the two days, which cast the brand as host and explainer rather than as the distant subject of a presentation.
Being collected in an old Maybach starts the comparison before the venue is reached, which suggests the programme relied on guests reading the new car against the one they had just travelled in.

Creative & Execution System

Partners

  • House of Comms (lead_agency)

Participation mechanic

  • Guests took part by being collected from their homes or offices in an old Maybach and by sitting for a one-on-one with senior brand representatives at the venue.

Creator role

  • 22+ Media & Influencers in Attendance
  • media and KOLs

Results & Evidence

MetricValueResult type
PR value in USD$193,000+ PR value in USDperformance
media and influencers in attendance22+ Media & Influencers in Attendancecreators_count
pieces of coverage110+ Pieces of Coverageperformance
reach5M+ Reachreach
sales secured3 sales were secured from the two-day eventconversions

Why House of Comms's strategy worked

  1. 1

    Staging a launch inside a working private aviation terminal put the car in front of an audience the venue had already selected, which returned sales from passing VIPs rather than coverage alone.

  2. 2

    Withholding the model from the invitation gives an event its own news value, because the reveal then happens in the room rather than in the announcement that filled the room.

  3. 3

    Transport can carry the product argument, since collecting guests in an old Maybach set the predecessor against the new car before either had been formally presented.

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