Ogilvy PR drives new Rolls Royce

Hong Kong-Rolls-Royce Motor Cars (RRMC) is tasking Ogilvy PR Hong Kong for its Phantom model Drophead Coupe RR3 campaign, to drive the message to rich, media dodging consumers.

"Rolls-Royce is working closely with Ogilvy PR to implement the company's corporate and marketing communications plans to ensure the continual success of the brand," Hal Serudin, corporate communication manager for Asia Pacific for RRMC, says.

Serudin also opened the door for other agencies to be pulled into the mix for future campaigns, saying, " RRMC will review agencies from time to time for future
campaigns; it's one of their group policies".

Prior to the launch of the new range, slated for the end of this year, RRMC stresses that tracking media consumption is difficult for ultra high net-worth individuals, therefore non-traditional advertising, customer events and PR activities have become the major components of its communications strategy.

With 51% sales growth in China in 2007, RRMC has confirmed it is appointing new dealers in Shenzhen and major cities of China, and is expecting to build tighter connections with regional business and trade sectors.