After successfully working with Rolls-Royce on strong sales figures for 2010, markettiers4dc was once again entrusted by the UK’s pinnacle ultra-luxury car maker with managing the international broadcast campaign to position even more impressive results for 2011. The Sussex-based company sold a record 3,538 cars last year, more than in any other year in the 107 year history of the Rolls-Royce brand.
Markettiers4dc set up 18 major TV and radio interviews for Chief Executive, Torsten Torsten Müller-Ötvös, in broadcaster's studios, at the company's Mayfair dealership and from the luxurious back seat of a Rolls-Royce Ghost.
The campaign, which took place on 9 January 2012, was the culmination of a comprehensive three-week media relations exercise which saw us brief all key global business broadcasters in London with tailored story lines, as well as providing them with B-Roll of the Ghost and Phantom models on the production line and driving shots on the road. This B-Roll was used extensively across the globe.
We secured live interviews for Mr Müller-Ötvös on BBC1 Breakfast (in the Ghost in the BBC TV Centre car park), Radio 4's Today programme, Radio 5's Wake Up To Money, CNBC Europe, Bloomberg TV, BBC World TV and BBC Radio Sussex. Pre-recorded interviews with the CEO were set up with BBC1's One O'Clock News, BBC World Service Radio, Sky News' Jeff Randall Live, BBC Scotland and both Al Jazeera's News and Counting The Cost.
ITV1's Business Editor, Laura Kuenssberg, interviewed Mr Müller-Ötvös at the dealership for ITV's Lunchtime News and in the Ghost for News at Ten. CNN, telegraph.tv and APTN all filmed in the car, with the latter distributing their package to over 500 TV broadcasters worldwide. Their rivals, Reuters, cut a package from our B-Roll, including our interview with the CEO, and fed that to their 640+ TV station subscribers and to over 1,000 press and online newsrooms.
In all there were more than 100 pieces of TV coverage, all of which were positive. And with the BBC pushing the story to newsrooms, well over 170 items of local UK radio news were generated, a welcome complement to national coverage achieved on Radio 1, 2, 4 and 5.
“This was a highly successful and professionally-run campaign that resulted in quality global coverage for Rolls-Royce Motor Cars. Overall, our sales success reached a global audience of well over 100 million which, of course, will have included many Rolls-Royce clients and other ultra-high-net-worth individuals. Our broadcast presence was the perfect complement to a record sales year.”
Nigel Wonnacott, Communications Manager, Rolls-Royce Motor Cars.