Unveiling a new Dawn for Rolls-Royce Motor Cars

Launch Events


Rolls-Royce Motor Cars


Rolls-Royce Motor Cars (RRMC) wanted to secure sales for their new convertible, the Rolls-Royce Dawn, ahead of its public launch at the Frankfurt Motor Show. To do this, they planned a series of exclusive closed-room preview events in eleven key locations around the world.

RRMC approached Saynor for support as this was the most complex tour they had ever set out to stage. They had secured their event production partners but needed solid project management expertise and an understanding of the target audience to drive the launch journey internally and externally.


The project took seven months in total. Each event took place in private luxury homes with the car unveiled inside the property under strict security controls.

Charlotte was accountable for all the private events globally. She managed relationships with the external agencies and controlled the budget. She also worked with internal stakeholders to implement the sales process, car transportation logistics, and challenging security arrangements.

The events proved an enormous success with pre-launch sales targets exceeded by over 50%. And, despite travelling via multiple locations, there were no leaked photographs of the new car ahead of the public launch.

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