The Challenge
The new owner of former boutique car manufacturer Berkeley Sportscars approached ROOTS. with somewhat of a tricky proposal. How do you bring a classic motoring brand back to life in the 21st century, retaining some of its early brand value proposition but adding a modern twist? The vintage motor manufacturer originally built its cars in its own Coachworks factory in England in the late 1950s, and after a 60-year hiatus the wheels were put in motion for its re-birth.
The Solution
ROOTS. was tasked with building the brand's tone of voice, communication material, web and social presence, managing the communication strategy and brand launch with PR focus on a national audience.
A key element of the proposal was to feature the brand within specific national, lifestyle, automotive and mobility media to engage the target audience effectively.
Berkeley Works Rally Team.
Heston Aerodrome 1958.
Berkeley 'Sports' racing at Goodwood. August 1957.
How we helped
Over 100 PR coverage pieces in target media
ROOTS. helped secure over 100 PR pieces internationally for Berkeley, including Top Gear and BBC News.
Audience reach
of over 505M
ROOTS. helped achieve an audience reach of over 505Million and coverage of an ad value of $7Million.
1,000 boutique sportscar enthusiasts.
Days after the initial launch, ROOTS. helped secure more than 100 reservation requests and building a database of more than 1,000 boutique sportscar enthusiasts.
