American Marketer


Rolls-Royce embraces consumers’ lifestyle for Mediterranean holiday

July 21, 2017

Rolls-Royce heads to Spain and France's Mediterranean coasts for July-August. Image credit: Rolls-Royce


British automaker Rolls-Royce Motor Cars is spending the summer among the most discerning luxury patrons as they holiday in destinations dotting the Mediterranean coastline.

Each summer, Rolls-Royce heads to the “playgrounds of the wealthy and influential” with a number of partners to build brand awareness. This year Rolls-Royce selected Spain’s Andalusian coastline and the Côte d’Azur in Southern France.

Summer camp
For the European 2017 summer season, from July 17 to August 20, Rolls-Royce will be present in Marbella, Andalusia, Spain and France’s Côte d’Azur.

“Rolls-Royce’s presence in some of the world’s most glamorous summer enclaves speaks of the commitment to effortlessly gracing the lifestyle of its patrons,” said James Crichton, regional director Europe at Rolls-Royce, in a statement.

“We are delighted to ensure those wishing to know more about the marque are never without the benefit of a Rolls-Royce,” he said.

During its summer stint, Rolls-Royce will show off a collection of bespoke vehicles. The British automaker will display a total of seven of its vehicles and will offer driving experiences for discerning consumers.

Driving experiences will let consumers experience Rolls-Royce’s Dawn, Wraith and Ghost models.

While in Spain and Southern France, Rolls-Royce will host driving experiences. Image credit: Rolls-Royce

On site, Rolls-Royce will also show its “Dawn -- Inspired by Fashion” model (see story), and the Dawn Black Badge will make its Continental European debut.

Due to positive consumer demand, British automaker Rolls-Royce Motor Cars is extending its Black Badge series to include a Dawn version of the bespoke model.

Launched in March 2016 with Ghost and Wraith models, the Black Badge series was created to give Rolls-Royce a more “assertive alter-ego” to speak to a younger demographic of affluent automotive enthusiasts (see story).

The Dawn Black Badge will be unveiled at the La Reserva Club in Sotogrande, Spain.

Similar experiences will also be held during Rolls-Royce’s stay in Côte d’Azur with the iconic French Riviera landscapes adding to the experience.