Greater China: Rolls-Royce targets rich with Pinnacle

Pinnacle Magazine, which is targeting a print run of 10,000, will be distributed to Rolls-Royce customers in Hong Kong and China, with 70 per cent of copies reaching the mainland market. The magazine will also be distributed at Rolls-Royce showrooms and sponsored events.

The title's launch marks the first time the brand has used custom publishing to build its customer database, according to Roger Searl, general manager at Adkom, which has the contract to publish the quarterly. "Hong Kong is a core market for the brand and has the highest number of Rolls-Royce per capita than any country in the world.

"China's expected to overtake the rest of the region, including Australia, in terms of the car's sales and so is hugely important. However, the brand is not very well known in the market and there was a need to position it better."

The bilingual title (published in English and simplified Chinese) takes a lifestyle approach and features articles on high-end travel, wealth management and health with the aim to reach China's millionaires.

The company has also roped in a number of luxury brands - from Christofle to Rolex - for its first issue. A one-off double page spread costs US$11,000.

Rolls-Royce, which has showrooms and a distributor network in China, has stepped up marketing there this year. It held an auction for three Centenary Phantoms to celebrate its 100th anniversary. Bidding for the cars, of which just 35 were hand-manufactured globally, started at Rmb 9.88 million (US$1.2 million).