American Marketer

Events / Causes

Rolls-Royce recreates cinematic aura at Goodwood Revival via MGM vehicle

September 17, 2013


Rolls-Royce Motor Cars celebrated its Goodwood Revival weekend by promoting unity among its consumers with a range of attractions including the "Yellow Rolls-Royce" from a 1960s Metro-Goldwyn-Mayer movie.

To enhance the traditional aura of the weekend, the activities took place at an authentic recreation of a 1960s dealership. The Goodwood Revival sold out a month in advance, indicating that events steeped in brand history are sought after by fans.

"Brands create communities of believers,"said Chris Ramey, president of Affluent Insights, Miami, FL. "The community touts the brand as testimony.

"The recreation of the scene where in 1964 Rex Harrison buys a Phantom II Sedanca De Ville reminds younger affluents that Rolls-Royce has always defined automotive luxury," he said.

Mr. Ramey is not affiliated with Rolls-Royce, but agreed to comment as an industry expert.

Rolls-Royce did not respond by press deadline.

Growing history

Rolls-Royce hosted customers, prospects and VIPs and also entertained thousands of visitors Sept. 13-16 during the Goodwood Revival at the March Motor Works.

The setting for the weekend sought to recreate scenes from MGM's "The Yellow Rolls-Royce" in which a character buys a Rolls-Royce Phantom II Sedanca De Ville from a London Showroom.

"The Yellow Rolls-Royce"

Attendants were able to pose with the yellow vehicle that was on full cinematic display to induce the original movie's ambience.

Attendants posing with The Yellow Rolls-Royce

During the weekend, the brand also exhibited a 1965 Rolls-Royce Silver Cloud III Continental in Velvet Green, with bodywork by James Young.

Invited guests departed the Goodwood Revival in Rolls-Royce Phantom and Ghost cars hand-built at the Goodwood Estate.

The automaker is recapping the weekend via its social media pages.

Rolls-Royce Facebook page

Cheers from all around

Rolls-Royce's extensive history in England elicits praise from many quarters.

For instance, Britain’s Royal Mail is honoring 10 revered British automakers, including Aston Martin and Rolls-Royce, with a set of stamps that showcases vehicles from an industry heyday in the 1960s and '70s.

The “British Auto Legends” collection celebrates Jaguar Land Rover, Lotus, Rolls-Royce and other top automakers. Since stamp collecting is a hobby cherished around the world, the stamp series will likely gain esteem from outside of Britain while still elevating each honored brand’s native reputation (see story).

The automaker's native location also lends itself to international attention during events such as the Goodwood Festival of Speed.

The brand made use of multichannel efforts to propel its Goodwood Festival of Speed enterprises that excited auto enthusiasts and kept fans interested.

The British automaker chose to portray itself from angles ranging from ruthless speed to thoughtful charity to demonstrate to fans that it tries to engage them on different fronts. Rolls-Royce is continuing its efforts to maintain consumer interest through its social media (see story).

Finding whimsical ways to leverage history helps a brand engage younger consumers.

"The intersection of history, technology and luxury is an attractive proposition," Mr. Ramey said.

"Authenticity is alluring," he said. "Rolls-Royce isn’t allowing itself to make assumptions of superiority."

Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York