Brand Awareness

Commentary
6:00 am
Wed November 9, 2011

Advertising Works, Especially on Image

Rolls-Royce will try to attract younger, affluent drivers while retaining their strong appeal to well-heeled, older buyers.
EventImages21 fotolia.com

Rolls-Royce has hired its first advertising agency in America.  The task for the agency is to create a new, younger image for the car that is a cliché for wealthy, old men with chauffeurs.  

The company believes its appeal to well-heeled, older buyers remains strong, but Rolls-Royce wants to capture younger, affluent drivers as well.  Word is that the agency is likely to utilize a lot of live, promotional events, as opposed to traditional media advertising.

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