Brand building: Mercedes-AMG honours Chester Bennington in Hong KongBy Staff Reporter
20 Nov 2017
In a year characterised by meaningful marketing, more and more brands are ‘doing good’ by weaving environmental and social concerns into their brand narratives.
The latest example comes from Mercedes-AMG, which unveiled its latest GT C Roadster at the weekend in Hong Kong alongside Talinda Bennington, widow of Linkin Park lead vocalist, Chester Bennington.
In memory of the late rock star, who committed suicide earlier this year after a long battle with depression, Talinda Bennington spoke about mental health, her recently launched 320 Changes Direction outreach programme, and unveiled a special edition Mercedes-AMG GT C Roadster designed by Linkin Park.
Mercedes-AMG has been working with Linkin Park since 2015 under the motto ‘Two Stages – One Passion’. In a statement following the event, which coincided with the annual Clockenflap music festival, the sports car brand said that it intends to continue working with the Californian rock band to ‘captivate the fans around the world with new ideas and projects’.
The ‘320 Changes Direction’ display car will be on show at the Mercedes me Store Hong Kong from 17 November till early December 2017.