At midday on 10th May we faultlessly streamed Rolls-Royce’s launch video via Facebook, Twitter, YouTube, the Cullinan microsite, Rolls-Royce’s corporate homepage and a host of third-party websites. Within 10 days the 100,000 views mark had been passed.
The same day, against a stunning backdrop of the first Cullinan, Rolls-Royce’s debut 4x4, we also managed a schedule of 20 broadcast interviews for the CEO from the company’s Berkeley Square dealership, including eight via satellite into New York, Seattle, Toronto, Dubai, Berlin and Geneva.
After starting the day in the Radio 4 Today programme studio, our team set up and closely managed interviews with many key global news and financial channels – CNN, CNBC, Bloomberg, Reuters TV, Associated Press TV, Deutsche Welle, Channel News Asia, Sky News, Fox TV, CNBC Arabia, the EBU’s European News Exchange and Yahoo Finance.
At the same time we attracted the London Correspondents of key TV channels around the world including China’s CGTN and Xinhua, Germany’s ZDF, Sky News Arabia and Australia’s Channel 7.
We also filmed and edited B-Roll in advance. Within four days of the launch it had been used well over one hundred times on stations in the USA, China, Japan, Australia, Russia, Germany, France, Italy, Spain and many more countries.
A massive 5,300 seconds of B-Roll was broadcasted by these stations.
The same B-Roll and a package featuring the Design Director ran on key sites including bbc.co.uk, Mail Online, CNN.com, Yahoo, Luxury Launches, City AM and the South China Morning Post.
The broadcast coverage contributed significantly to the biggest ever media coverage of a Rolls-Royce launch.
More importantly, the ultimate aim was achieved: Rolls-Royce said the launch generated a very impressive number of orders for Cullinan.
markettiers has worked with Rolls-Royce’s CEO, Torsten Müller-Ötvös, and his Global Comms team continuously since 2010 on car launches, their annual results, at motor shows and across an array of smaller projects. With Cullinan, the success has continued.