A motor car, driven to China’s Sky Eye

A Rolls-Royce needs no over-explaining. The real task in communications is to place it in a cultural setting that widens what the brand can be imagined to be.

Each programme moved the car out of the conventional urban launch space: to the FAST radio telescope in Guizhou, into the Taoist landscape of Mount Qingcheng, and to Sanya for a drive and lifestyle programme. Location was not a backdrop. It was the content, and the narrative had already begun by the time the press arrived.