Rolls-Royce:::Phantom Launch

Challenge:

Rolls-Royce Motor Cars wanted to generate excitement and awareness with luxury lifestyle and business media in North America

Insight:
• Capitalize on limited tour of new Phantom EWB and 101EX Experimental Coupe to introduce the “new and invigorated” company
• Leverage upcoming vehicle introduction to demonstrate the performance, craftsmanship and luxury that has made Rolls-Royce the standard for excellence in any category
• Highlight features of U.K. headquarters to give journalists inside look at what makes Rolls-Royce special

Action:
• Arranged first-ever visit by U.S. journalists to Rolls-Royce corporate U.K. headquarters
• Created targeted media campaign aimed at luxury lifestyle publications and relevant national and regional press
•Spearheaded media relations in support of vehicles in select cities

Outcomes:
• Exclusive story with CNBC that set the broadcast strategy for Detroit Auto Show
• Features in luxury lifestyle publications including Celebrated Living, Palm Springs Life, POST USA and Malibu Times Magazine
• Lengthy local broadcast stories in select markets that were picked-up across the U.S.