Miami Beach is betting on glamour to attract and deter…
The story seems straight out of the famous video game GTA, but it is indeed true. In a time when law enforcement is struggling to recruit, the Miami Beach police have decided to stand out with a unique marketing strategy: the opportunity to drive a Rolls-Royce Ghost daily. Equipped with a 6.75-liter V12 engine developing 563 horsepower, this luxury car offers unparalleled comfort and performance. But what’s the reality?
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A Bold Marketing Strategy
On May 10, 2024, the Miami police literally pulled out all the stops on social media. Through a cinematic presentation, the Miami Beach police unveiled their new patrol car. And it is none other than a matte black 2012 Rolls-Royce Ghost, decorated with police colors and accessories. However, while rumors suggested that this vehicle was seized, GQ reports that it was loaned by Braman Motors, a luxury dealership in the city of palm trees. According to the same source, the company owned by billionaire Norman Braman covers all the costs associated with the car, including fuel, even though it consumes a lot. However, in the event of an accident or damage, it is the Miami police, and therefore public funds, that cover the expenses.
What is the Purpose of This Strategy?
As you might have guessed, this €250,000 Rolls-Royce will not be used to make arrests or engage in car chases. Far from it, as the ultimate goal is to help the Miami Beach police improve its attractiveness in terms of recruitment. In fact, Miami Police Chief Wayne A. Jones stated during the presentation of the new car that “recruiting police officers in this country today is a difficult task.” According to the media outlet Police1, the shortage of new recruits is considerable: only 10.5% of officers surveyed in a national poll indicated that their department had all positions filled.
But with this huge spotlight, things might change. It remains to be seen if candidates will be convinced by this marketing operation.
