Rather than advertise, Rolls-Royce's core marketing strategy is to target the media consumed by high net worth individuals, especially via national and international TV, radio and online news.
To achieve this, markettiers4dc set up the CEO, Torsten Müller-Ötvös, for interviews in a Rolls-Royce Phantom with CNN, CNBC, Reuters, China's Xinhua, Channel 4 News, Channel News Asia, telegraph.co.uk, Wall Street Journal TV and the PA's multimedia team.
Bloomberg went one step further and the presenter interviewed the CEO live in the car while it was being driven round London's Finsbury Square outside their HQ, the first time they'd ever done a live TV interview from a moving vehicle transmitting their signal via the 4G mobile network.
Germany's n-tv and BBC News Channel took the CEO live from markettiers4dc's TV studio, with the latter's coverage running throughout the day and also on the main BBC1 news. BBC World TV, Bloomberg (again), Sky News' Jeff Randall live, Fox Business in the USA, BBC World Service Radio (twice) and Radio 5 Live interviewed the CEO in their studios, while ITV Daybreak ran a news package throughout the programme.
All TV stations received and used the B-Roll package markettiers4dc produced which featured extensive shots of Rolls-Royces on the road. Additionally, many leading websites ran the cut package that was edited from markettiers4dc's own interview with the CEO and the B-Roll.