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Mercedes-Benz is a success. They are selling cars like ever before – both in Denmark and Sweden.
This is also true for performance models such as the Mercedes – AMG. Previously, Mercedes dealers had been handing out the international AMG magazine to potential buyers and clients. In 2017 it was decided to create a magazine with a local approach, with both a mix of international and local content to appeal to Danish and Swedish audience.

Using the international material as a basis and partnerships with journalist Nikolaj Karlshøj from Carlos Communication – TBWA\Copenhagen has made the Art Work and graphic design of the Danish and Swedish editons in 2017, 2018 and 2019.
The result has been a magazine with relevance for it’s audiens in both content and language. The 84 page magazine is distributed to clients, and furthermore by SAS Scandinavian Flights as entertainment on bord flights

This execution demonstrates that PR and advertising, international material combined with local perspectives and stories can in fact, create a rich platform for collaboration when facilitated.