Rolls-Royce: The Most Cost-Effective Privatisation Campaign

Deanna Turner

1986-7 campaign for the privatisation of Rolls-Royce. Differences between this and other privatisations are discussed.
Agency: Collett Dickenson PearceAuthor: Deanna Turner

Rolls-Royce: The Most Cost-Effective Privatisation Campaign

INTRODUCTION

Rolls-Royce was never expected to be a privatisation for Sid. Its appeal was logically to be to a more experienced investor, as it would be perceived as a more complex and long-term investment. Nevertheless, the advertising stimulated a level of interest equivalent to more popular offers on larger budgets, making Rolls-Royce the most cost-effective advertising campaign for any privatisation before or since.

The report published in January 1988 by the National Audit Office bears witness to this. It concludes that the marketing costs for...

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