The brief

Secure widespread editorial coverage for Rolls-Royce Motor Cars in luxury and lifestyle media, positioning it as a contemporary, fashionable brand for the 21st Century. The core PR KPI was to achieve a minimum of 44 solus brand features and, from a commercial perspective, support sales of the Phantom and Ghost models.

The solution

Hand-selected luxury lifestyle media for intimate immersive visits at the home of Rolls-Royce (Goodwood) where journalists met the craftspeople involved in assembling a Rolls-Royce vehicle. Design of bespoke driving routes – cruising through wineries in Bordeaux to the hustle and bustle of downtown LA – for car loans to create one-off drive stories. The Phantom used in high-end fashion shoots.

FOCUS also supported the launch of Rolls-Royce’s electric concept car, 102EX; Spirit of Ecstasy’s year-long centenary project including setting up and seeding photography to media globally of an iconic drive to ‘make it look like Rolls-Royce had taken over London’; a project with acclaimed photographer Rankin, along with a black and white photography project for the marque by Karl Lagerfeld.

The results

Record car sales across the two-year period, up over 30% on previous years. The increase was seen across both Ghost and Phantom model families.

The media coverage also exceeded all targets, with 58 solus features secured in target titles such as FT, GQ, Quintessentially, City A.M. and Sunday Telegraph.