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Sep 1, 2004
On 6 September drivers from 24 European countries will 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 ends in Milan on 9 September with a huge finale featuring appearances by celebrities such as Christina Aguilera and fashion designer Giorgio Armani.
September 6 will see 800 participants in approximately 400 new Mercedes-Benz A-Class cars gather in nine European cities to embark on this unique journey: prior to the official market launch, the Star Tour offers 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 28 June to 6 August more than half a million people visited the website 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. 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 sets new standards for the segment.
The Star Tour is part of a marketing concept designed 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 of between 300 and 400 kilometres, the teams will follow 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 will end either with a show programme, entertainment, a fascinating discussion forum, or a chance to visit special attractions. In the process Tour participants will have the chance to meet some extraordinary people – people who have made something of their lives, who have remained true to their goals – who follow their own star.
The ultimate destination and climax of the Star Tour is Milan. On the evening of 9 September a huge finale will be held in the imposing Castello Sforzesco, where celebrities from the world of music, fashion, film and sport will join the Star Tour participants for a party. Highlights of the evening will be an exclusive fashion show by leading Italian designer Giorgio Armani and a live concert by four times Grammy Award winner Christina Aguilera, during which the artist will also perform the title "Hello", produced by her exclusively for the A-Class campaign.