Rolls-Royce Motor Cars is serving up experiences including backstage access to the Grammys and Academy Awards and exclusive access to the Olympics and Wimbledon as part of Whisper - the ‘most exclusive Members’ Club in the world’.
The luxury car brand has officially launched its Whisper customer experience offering this week, making a number of highly exclusive experiences, events and editorial content available to its customers across the globe via a smartphone app.
Rolls-Royce said that the creation of the platform meant that the ticket to entry to a variety of the world’s most high-profile events was now ownership of one of its vehicles.
“Membership is limited to owners of a new Rolls-Royce motor car,” it said in a statement. “Whispers is indeed, the most exclusive members’ club in the world.”
Torsten Müller-Ötvös, chief executive officer at Rolls-Royce Motor Cars, said: “It is with pleasure that today we introduce to the world an Application named Whispers; an innovative, digital House of Rolls-Royce, conceived and deployed over two years ago.
“Whispers is completely unique. It is a digital gateway to a fascinating world beyond, where the exceptional and the extraordinary come together and are tailored to meet the demands and tastes of our eclectic and highly valued community of clients.
“Whispers offers transformative experiences, rare and desirable products, whimsical treasures and exclusive Rolls-Royce previews that are curated by Rolls-Royce and delivered directly to the fingertips of our global community.”
Last year HR Owen chief executive Ken Choo spoke to AM about his business’ aim to ‘turn car ownership into membership’ by creating events and experiences for its customers.
Mercedes-Benz is attempting to offer more lifestyle-based products to its customers via its MercedesMe digital offering, meanwhile, as Volkswagen launches a range of similar products via its ‘We’ branded platform.
The new Rolls-Royce app will mirror HR Owen’s high luxury intentions.
The Goodwood-based brand said that its patrons are “a unique subset of society - entrepreneurs, visionaries, heads of state, royalty, founders and the brightest stars of the entertainment industry”, adding that “these clients are global denizens, connoisseurs, patrons of the arts, philanthropists, collectors of fine and exquisite items; individuals untethered by common constraints such as time and money.”
As such, it aims to offer the most exclusive selection of lifestyle products via the Whisper app.
Among the claimed features of the ap is the ability to:
- Invite experts to design and build their own personal racetrack or commission a personalised Monopoly set incorporating their own properties and assets.
- Book a private performance by the New York Philharmonic Orchestra or commission a portrait of your favourite pet or design your very own minaudiere.
- From truffles to caviar or crafting your own Cognac, patrons can peruse and purchase a diverse and eclectic selection of luxurious products and curiosities.
- Access to inspiring and entertaining experiences, from backstage-access at the Grammys, front-row seats at Fashion Week, walking the red carpet at the Academy Awards, VIP previews of Art Basel, to meeting artists at Coachella, players at Wimbledon or athletes at the Olympics.
Worldwide luxury travel experiences are also offered, with tips on new or little-known but highly recommended hotels, restaurants, bars and clubs around the world – many of which are endorsed by fellow-members.