It is dubbed “Euro Training” and it is an ingenious multimillion-euro marketing exercise to promote Mercedes-Benz motorcars, the Algarve region and a hotel complex rising from the ashes of insolvency.
From this month onwards, the CS group of hotels at Herdade dos Salgados in Albufeira will be holding four-day ‘all-inclusive’ training sessions for Mercedes-Benz’s car dealers, reports SulInformação news service.
The initiative has been designed to attract up to 15,000 car dealers for the brand through the low season – and it is hoped many of them will return to the region for holidays.
Outlining the scheme, president of Mercedes-Portugal Joerg Heinermann predicted that it would have “very positive consequences” for the future, while tourism boss Desidério Silva said it was also “very good for the image of the Algarve”.
The choice of Herdade dos Salgados is also seen as a plus-point as the complex is only now reopening after troubled years mired in bankruptcy.
Without revealing the cost of the investment, Joerg Heinermann said it would almost certainly bring up to €8 million worth of hotel business and attract car dealers from all over the world.
The ‘all-inclusive’ short-stays will present ‘trainees’ with Mercedes’ latest models Class C, GLA and S, while giving them the opportunity to enjoy Herdade dos Salgados’ golf course, stunning seaside locations and conference facilities.
Euro Training is expected to run until March and has thus plugged what is often seen as a daunting hole in terms of business through the winter. Indeed, one of the hotel units being used for the project had closed down for the low-season but has since reopened, reports Sulinformação.
Showing enthusiasm for the deal, Desidério Silva added that he hoped the initiative would set a new trend, and that other businesses would start using the Algarve for winter promotions.
This isn’t the first time the Algarve has been used by a car giant to promote its latest models. Over the winter of 2011/12, BMW used a number of coastal hotels for the world launch of its Series 3 saloon.
