Client
Rolls-Royce Motor Cars
Event
Rolls-Royce Ghost Regional Media Drive
Date
November 2020
Location
Emirates Hills, Dubai
Services Delivered
- Event planning and management
- Venue selection and negotiation
- Itinerary creation and management
- Catering coordination
- Supplier selection and negotiation
- Media management
- Test drive route planning
- COVID-19 safety protocol implementation
- Live streaming and digital content coordination
Overview
In the wake of the global lockdown, Autumn 2020 saw Rolls-Royce turn to Noble Events to orchestrate an exclusive media launch for the new Ghost in Dubai. This elegant and stylish event, designed for 30 media attendees and influencers, marked one of the first major automotive showcases in the post-lockdown era.
The Noble Events team crafted a hybrid experience that blended digital and in-person elements. The goal was to create an environment of elegance, simplicity, and style that mirrored the Ghost's own attributes. Every aspect of the event was thoughtfully planned to ensure perfect synergy between the setting and the vehicle, allowing guests to fully appreciate the Ghost's qualities in an atmosphere that exuded luxury and refinement.
Challenges
The path to creating this exceptional experience was not without its hurdles. Noble Events faced several unique challenges:
- Brand Integration: Incorporating Rolls-Royce's new brand direction into every touchpoint of the event required careful planning and execution. This demanded a deep understanding of the brand's new positioning and the ability to creatively express it through various event elements, all while maintaining the luxury standards expected of Rolls-Royce.
- Live Streaming Management: Creating a balanced event structure that effectively incorporated live presentations from Rolls-Royce VIPs in Goodwood, UK, while maintaining engagement with the in-person audience in Dubai. This was particularly challenging as it required careful coordination of time zones and technical requirements, along with managing live Q&A sessions between the Dubai attendees and UK presenters.
- Venue Selection: Finding a location that authentically reflected the Ultra High Net Worth Individual (UHNWI) target market for the Ghost, while also meeting logistical needs. This was difficult due to the limited number of suitable venues that could accommodate the event's specific requirements while also embodying the exclusive UHNWI lifestyle.
- Security Concerns: Navigating the strict security measures in an exclusive residential area without compromising the guest experience. This required delicate negotiation with local authorities and residents while ensuring the high-profile media attendees had the access and freedom they needed to fully experience the event.
- COVID-19 Safety: Implementing necessary safety measures without diminishing the luxury experience expected from a Rolls-Royce event. This was particularly challenging as it required finding creative ways to maintain social distancing, ensure proper sanitisation, and follow health guidelines while still delivering a high-touch, luxurious experience.
Solutions
Faced with these challenges, the Noble Events team demonstrated their expertise and adaptability:
- Exquisite Venue Selection: The team sourced a stunning contemporary villa in Dubai's Emirates Hills, an exclusive UHNWI residential community, offering breathtaking views over a golf course. This space was transformed into a Rolls-Royce environment with bespoke catering and elegant touches, providing an authentic luxury setting that aligned perfectly with the Ghost's target market, while also offering the privacy and control needed for a high-profile media event.
- Thoughtful Itinerary: A diverse agenda was crafted, including a welcome presentation with live Q&A sessions, a VIP tour of the Dubai Frame and a meticulously curated drive experience. The driving route was carefully planned to ensure maximum opportunity for guests to experience the attributes of the car, effectively balancing the need to showcase the Ghost's features with providing engaging content for media, all while maintaining COVID-19 safety protocols.
- Culinary Excellence: A three-course seated menu was designed with simplicity in mind, complemented by wine pairings. The dessert service, featuring sorbet over dry ice paired with sparkling wine, showcased trending European hospitality concepts. This not only satisfied the need for luxury dining but also created memorable moments that reinforced the Ghost's blend of tradition and innovation.
- Digital Integration: The event featured live presentations broadcast from Rolls-Royce headquarters in Goodwood, UK. This innovative approach required careful technical coordination and timing to ensure faultless interaction between the Dubai attendees and Rolls-Royce VIPs in the UK, particularly during Q&A sessions. This created a truly global experience that bridged the gap between the local event and Rolls-Royce's international presence.
- Brand Alignment: Every touchpoint, from the villa's transformation for dinner to the choice of refreshments, was carefully curated to reflect the Ghost's elegance and minimalism. This ensured the new brand direction was consistently communicated throughout the event, creating a cohesive and immersive brand experience.
- Comprehensive Safety Measures: In adherence to the UAE's Covid-19 guidelines, a complete sanitisation programme was implemented. This involved daily fogging of both the venue and the cars, ensuring the highest standards of safety without compromising the luxury experience.
Outcomes
Noble Events' precise planning and proactive problem-solving led to exceptional outcomes for the client:
- Client Satisfaction: The event received high praise from both guests and the client. The CEO of Rolls-Royce was so impressed by the drone footage of the dinner that he requested to join the next day's event virtually, which was being live-streamed from Goodwood. The success of this event led Rolls-Royce to use it as the benchmark for their launch events worldwide, establishing a new global standard for their future launches.
- Media Impact: Globally, media found it difficult to fault the new Ghost, with even the most discerning Dubai media expressing high levels of appreciation.
- Experiential Success: The transformation of the villa from day to night created a memorable journey for guests, enhancing the overall brand experience.
- Brand Reinforcement: The event successfully showcased the new Ghost while reinforcing Rolls-Royce's brand values of luxury, innovation, and attention to detail.
The Rolls-Royce Ghost Regional Media Drive exemplified Noble Events' expertise in creating bespoke, luxury experiences that flawlessly align with brand values. It also demonstrated our team’s ability to overcome unique challenges to deliver an event that impressed both the client and media attendees. If you’d like to discover how we can support your next event, let’s talk.
""Good job, keep up the good work.""
Rolls-Royce Motor Cars representative