Ghost, a four-door saloon, will be officially unveiled at the Frankfurt Motor Show on the 15 September and will be marketed under the theme of 'The Power of Simplicity'.
The campaign spans direct marketing, email and a new global brand website that covers all models in the range.
The direct mail includes a one-off exclusive print of Ghost and an essay on the Power of Simplicity from Ghost Chief Designer Ian Cameron and Engineering Director Helmut Riedl.
The communications have been designed to drive recipients to the global Rolls-Royce Motor Cars dealer network where they can specify their new Ghost and collect a Ghost brochure, also created by Partners Andrews Aldridge.
The launch is also supported by a film, also created by Partners Andrews Aldridge, to be shown at the Frankfurt Motor show and then online, as well as at all Rolls-Royce Motor Cars dealerships.
This article was first published on marketingmagazine.co.uk