The Collection Auto Group’s overarching goals were to establish its profile within the community and work with town leaders, neighbors and other influencers to refine and secure rezoning approval for the proposal to redevelop a property in Burlington, MA into a luxury state-of-the-art Mercedes-Benz dealership. A comprehensive real estate and community relations marketing plan was launched focusing on the benefits of the rezoning with the goal of obtain voting support from town meeting members as well as generate public support. As a result of the initial campaign, the Burlington Town Meeting approved the rezoning of the Mercedes-Benz of Burlington site to add it to the contiguous planned development district with 85% of the vote.
The newly approved Mercedes-Benz of Burlington activated the BG creative team to develop print and digital promotional invitations for upcoming events at the dealership to be distributed to the Burlington, MA community and key stakeholders. Supported events included the grand opening of the dealership as well as a celebration of the installation of a new environmentally-friendly roof installed into the building.
