The automotive manufacturer planned to showcase its upgraded C-Class, new C-Class Coupé, SLK-Class and CLS-Class vehicles to dealers from across Europe over a three-month period.
A total of 22 interior spaces at Villaitana were used as part of the showcase from January to April – the first time Benidorm has hosted the event.
Event spaces were used for car exhibitions, accessory displays, conferences, training rooms, restaurants, gala halls and offices.
As well as including theory classes, the comprehensive training programme allowed delegates to test drive the new models on different roads throughout the Alicante region.
Spanish DMC Viajes ITB, German event agency Stagg and Friends and ITMC worked with around 340 Mercedes-Benz staff and the Villaitana resort on the event.