Aston Martin kicks off centenary celebrations

Aston Martin is kick starting a year-long events programme to celebrate its 100 year anniversary with a series of experiential campaigns.

Aston Martin

The luxury automotive brand will host events in large cities around the world throughout the year, including a black tie event in London tomorrow (15 January) and a Centenary Week hosted at its UK headquarters.

A James Bond themed tour will also feature in the celebrations following the return of the British car brand to James Bond in 2012’s Skyfall starring Daniel Craig.

Speaking to Marketing Week, Kramer says: “We don’t engage in traditional advertising because we’re such a highly exclusive brand that it’s difficult to make it work, but what we do have is a comprehensive comms suite for our events and there will be some print, online and point of sale activity throughout our dealer networks for each region.”

Last year Aston Martin was knocked from the top spot in the annual CoolBrands list by Apple, after taking the top spot in six of the previous seven surveys.

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