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“Inspiring Greatness” is central to the philosophy of Rolls-Royce Motor Cars. It guides the company’s innovation, aspirations, and enduring legacy. As Rolls-Royce continues to push the boundaries of what’s possible, “Inspiring Greatness” remains its core pursuit. This relentless commitment to unlocking unprecedented potential has been supported by BLUE’s business partner, Shirley Chick, through the delivery of event-related dealer training programs worldwide since 2019.
The work involved collaborating with the Rolls-Royce dealer training team, focusing on the sophisticated Spectre and Black Badge Spectre, as well as the Ghost Series II models. The training team aimed to celebrate recent achievements and cultivate more meaningful client experiences. Shirley was tasked with sourcing venues and creating events that would amplify desire and shape strategies to support the brand’s evolution into a luxury house. This involved creating “Retail Theatre” at events across Europe, Dubai, Japan, South Korea, the UK, and North America.
Finding suitable venues for these crucial trainer-led workshops and driving programs – venues that meet the brief, push creative boundaries, and excite seasoned dealer staff – was a significant challenge. This was addressed by conducting thorough research, leveraging its international experience and deep brand understanding. The development and delivery of these events required on-site management, providing a concierge-style service, incorporating subtle yet impactful “High Touch” moments. These personalised touches enhanced the dealer experience, ultimately supporting them in achieving their targets and converting prospects into clients. To further elevate these experiences, collaborations were established with world-renowned brands such as Dorchester Collection.
Shirley’s approach to working with Rolls-Royce was grounded in strong industry knowledge and over two decades of automotive dealer experience. Success hinged on understanding the training participants, identifying their sources of inspiration, and delivering flawless live events that exceeded expectations. Meticulous attention to detail was paramount, encompassing everything from seamless vehicle logistics and carefully selected floral arrangements to the ambient music in the registration area and the paper stock of training materials. This commitment to detail is integral to “Inspiring Greatness”.
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