Rolls-Royce Drives to Wunderman
The new agency is to help the British automaker sell its Rolls-Royce Phantom luxury automobile through a worldwide marketing campaign spread over three years. The Phantom costs about $420,000, almost 90 percent more than its Volkswagen-owned rival Bentley Continental.
"Our mandate is to increase the sales of the Phantom from 700 a year to 1,000 worldwide," said Steve Harrison, managing director and creative partner at Harrison Troughton. "The Bentley Continental has been creating its own niche in the market whereas Rolls-Royce has remained static."
Harrison once was employed by former Rolls-Royce agency Ogilvy & Mather. His agency will begin work on an affinity program, targeting markets and networks that can influence peers into buying the Phantom. Stunts, posters, brand advertising and a bit of direct mail are planned, too.
The agency also will handle marketing for a new line of Rolls-Royce cars that will launch globally next year at auto shows. A two-door, four-seat convertible launches in 2007. Those models, and the more immediate push for the 2-year-old Phantom, aim to help Rolls-Royce retain its luster as the world's most coveted luxury car.
The British queen, various heads of state and celebrities have been customers of Rolls-Royce's handcrafted cars that are made in Goodwood, England. Dealers in Beverly Hills, New York, London and Tokyo tend to report the strongest sales worldwide.
"We would help position Rolls-Royce for the 21st century, help them to devise a brand idea," Harrison said.