GRAPHIC design students at York College and motor retailer Mercedes-Benz of York have joined forces to work on a project to increase brand awareness for the revolutionary Smart Car.

The 23-strong group of students, who are in the final year of a two-year HND course, is examining different ways of boosting sales of the little car locally among both businesses and the general public.

Alan Preston, course tutor, said: "We were approached by the dealership to get involved in this project which provides a great opportunity for our students to work on a multi-disciplinary campaign involving one of the top three growth brands in the UK car market."

The students have split into teams with each one working on their own proposals for a comprehensive marketing campaign which will include press advertising and the internet as well as evaluation criteria.

The students will also examine how aspects such as the ability to change the car's body panels for a totally new look can be further exploited.

Mark Tomlinson, general sales manager at Mercedes-Benz of York, said: "There are a lot of exciting things happening with the Smart Car and I am delighted we are involved in this exercise. The car is environmentally friendly and the ideal vehicle to cope with the pressures of driving in urban areas such as York - this makes the project even more relevant.

"I look forward to seeing the students' finished proposals for adding value to the brand, extending into new markets and launching new models."

The project will be judged next month, with the three top entries sharing a £500 prize.

Updated: 12:07 Friday, March 12, 2004