Rolls-Royce on hunt for agency to rebrand car marque as 'cool'

Rolls-Royce Motor Cars is on the hunt for its first PR agency support as it seeks to redefine itself as 'cool'.

'Cool': the Rolls-Royce Ghost
'Cool': the Rolls-Royce Ghost

The luxury car brand is currently talking to a number of PR agencies about promoting its Ghost and Phantom car ranges to wealthy, young consumers.
 
The move has been spurred by the launch of the new model Ghost, which BMW-owned Rolls-Royce claims presents a ‘more contemporary, modern and cool' side to the brand.
 
A senior Rolls-Royce source said: ‘It's not something we've done in the UK before, but we'd be very interested in hearing any ideas from agencies.'
 
Rolls Royce is considering agencies that focus on the automotive industry, plus broader consumer brand firms and young start-ups. The agency would support Rolls Royce's UK team.

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