Rolls-Royce Motor Cars, the pinnacle luxury brand, entrusted markettiers4dc with handling the global TV and radio coverage for their Annual Results announcement on Monday 10th January 2011. Sales more than doubled in 2010 despite a widespread sales slump among other companies in the automotive sector.
Markettiers4dc set up 13 top-tier broadcast interviews for Chief Executive, Torsten Müller-Ötvös, who based himself at our London studios for much of the day and from where he also undertook several press interviews.
The day was the culmination of a comprehensive four-week media relations exercise which saw us brief all the key global business broadcasters with tailored story lines and provide them with B-Roll of the Rolls-Royce Phantom and Ghost models on the road and on the company’s Goodwood production line.
As part of our outreach we ensured the CEO was live on CNN’s World Business Today, CNBC Europe, Sky News’ Jeff Randall Live and BBC World TV’s World Business Report, while he did down the line interviews from Markettiers4dc's own TV studio into Bloomberg TV’s On The Move, the 24-hour German news and business news channel NTV, BBC TV News and City 7 TV in Dubai's Inside Business.
We also filmed at Rolls-Royce’s Mayfair dealership with China’s CCTV and leading German station ZDF, while the leading Asian TV business broadcaster, Channel News Asia, filmed Mr Müller-Ötvös in one of our offices and Reuters filmed a package with him and a Phantom which they subsequently fed to all their 400 TV station clients worldwide plus online and print news subscribers.
The CEO's four radio interviews were with Radio 4’s Today programme, Radio 5’s Wake Up To Money, BBC World Service Radio’s World Business News and BBC Scotland’s business news.
Meanwhile we set up ITV News' China Correspondent, Angus Walker, to film at Rolls-Royce's Beijing dealership and ITV Meridian, invited to film at Goodwood, ran the story in their main evening and late night news programmes.
“We knew this was a big story,” commented Nigel Wonnacott product PR manager Rolls-Royce Motor Cars, “And we needed an agency to reflect that with coverage in all regions in which Rolls-Royce is represented. Markettiers4dc made that happen. We were delighted with the results.”