The message of the Phaeton as luxurious “celebrity” car was mirrored in a media approach full of glamour and publicity, just the way stars are treated: escorted from arrival throughout the city to the Berlinale palace, welcomed at the red carpet with a thunderstorm of flashlights. Therefore, all kinds of splendid, shining poster sites were used or specially created while the Phaeton itself served as official VIP shuttle for the famous guests.

The strong visibility and integration of the Phaeton generated an enormous level of press coverage and additional PR. Like the stars that visited the Berlinale, the Phaeton was perceived as part of the event, resulting in a strongly increasing business of Index 172!