Crafting a luxury legacy
7 Communications has had a front row seat to Grand Touring Automobiles’ transformation from a luxury dealership into Canada’s most culturally relevant destination for exotic automotive experiences. Through strategic storytelling, elevated events, luxury partnerships, and refined digital and media strategies, we helped shape not just a business, but a brand that curates lifestyle as much as it sells performance. From the pages of its fiftieth anniversary book to the terraces of Monterey, GTA has become more than a place to buy rare vehicles. It is a symbol of aspiration, connection, and legacy. This is the story of what it truly means to Live Grand.
Background
Founded in 1974, Grand Touring Automobiles has always stood for passion, precision, and people. What began as a boutique Aston Martin retailer evolved into Canada’s premier destination for ultra luxury and exotic automobiles, representing the most iconic marques in the world including Rolls-Royce, Bentley, Lamborghini, Bugatti and Koenigsegg. When Paul Cummings acquired the business in 2009, he brought with him a bold vision: to transform GTA from a respected dealership into a fully realized brand that reflects the lifestyle, ambition and artistry of the clients it serves.
For more than fifteen years, 7 Communications has been a strategic partner in that transformation. From brand storytelling and experiential strategy to digital marketing and luxury partnerships, we helped shape not just GTA’s voice, but its presence. Together, we elevated GTA from a retailer of rare machines to a curator of automotive culture. Every campaign, every event and every client experience were designed to deliver on one clear promise: to Live Grand.
Challenge
Despite representing the world’s most iconic marques, Grand Touring Automobiles needed to evolve beyond the showroom. The goal was not simply to sell rare vehicles, but to build a brand that embodied the lifestyle, values and aspirations of its discerning clientele. As GTA prepared to expand into new markets and celebrate fifty years of legacy, it faced a unique challenge: how to deepen emotional connection, modernize its voice, and maintain cultural relevance in a rapidly shifting luxury landscape.
The opportunity was clear. The brand needed to:
- Define and express its voice consistently across every platform and location
- Elevate customer engagement through curated experiences and immersive storytelling
- Celebrate legacy while positioning itself for the next generation of collectors and connoisseurs
- Showcase the rarity, craft and innovation behind each marque in its portfolio
- Extend the ownership journey beyond the point of sale to build lasting loyalty
- Strengthen digital presence and social relevance among high net-worth audiences
- Expand into new markets including Calgary and the hypercar category without diluting identity
- Earn national media attention that matched the caliber of the vehicles and the brand itself
Challenge
Despite representing the world’s most iconic marques, Grand Touring Automobiles needed to evolve beyond the showroom. The goal was not simply to sell rare vehicles, but to build a brand that embodied the lifestyle, values and aspirations of its discerning clientele. As GTA prepared to expand into new markets and celebrate fifty years of legacy, it faced a unique challenge: how to deepen emotional connection, modernize its voice, and maintain cultural relevance in a rapidly shifting luxury landscape.
The opportunity was clear. The brand needed to:
- Define and express its voice consistently across every platform and location
- Elevate customer engagement through curated experiences and immersive storytelling
- Celebrate legacy while positioning itself for the next generation of collectors and connoisseurs
- Showcase the rarity, craft and innovation behind each marque in its portfolio
- Extend the ownership journey beyond the point of sale to build lasting loyalty
- Strengthen digital presence and social relevance among high net-worth audiences
- Expand into new markets including Calgary and the hypercar category without diluting identity
- Earn national media attention that matched the caliber of the vehicles and the brand itself
Solution
7 Communications delivered a fully integrated strategy that honoured Grand Touring Automobiles’ legacy while propelling the brand into its next chapter. Every touchpoint was designed to elevate GTA beyond the role of retailer and into a cultural authority within the world of luxury automotive. Our work combined strategic storytelling, immersive experiences, media engagement, and growth enablement to bring the brand’s ethos Live Grand to life.
1. Brand Narrative and Storytelling: We refined GTA’s identity and developed cohesive messaging across digital, print, showroom and social platforms. At the heart of this was the creation of a stunning 50th anniversary book—a collectible tribute to GTA’s clients, culture and craftsmanship. It is both a time capsule and a brand beacon, capturing the spirit of the past while signaling a bold future.
2. Experiential Marketing: To deepen connection and elevate brand perception, we designed and produced high touch events that included hypercar unveilings, private test drives, auto shows and multiple programs during Monterey Car Week. These experiences brought clients into the inner circle, giving them access to the passion and performance behind each marque while reinforcing GTA’s role as a curator of lifestyle, not just machines.
3. Strategic Partnerships: We built relationships with complementary luxury and lifestyle brands to enhance the ownership journey and create value beyond the vehicle. These partnerships introduced new audiences to GTA and amplified the sense of exclusivity at every turn.
4. Digital and Social Strategy: Enhanced GTA’s digital presence through cinematic video, influencer collaboration and content that brought the lifestyle of ultra luxury ownership to life. As part of this evolution, we amplified the Grand Collection Instagram profile from a standing start, creating a dedicated hypercar storytelling hub. The content strategy focused on elevating the showroom experience, amplifying event content, and inviting engagement through behind-the-scenes access and brand partnerships.
5. Customer Experience Design: From showroom design to post-sale follow up, we helped shape a brand experience defined by intimacy, precision and polish. Every interaction was curated to make clients feel seen, understood, and part of something rare.
6. Media and Public Relations: We developed and executed a media strategy that secured premium coverage in national lifestyle, luxury and automotive publications. From launches to milestones, we crafted narratives and PR moments that positioned GTA as a brand worthy of attention, not just admiration.
7. Franchise Growth and Expansion: As GTA expanded into new markets and categories, we supported growth with investor and franchise pitch materials, while maintaining brand consistency across every new touchpoint. This included strategic communications, brand training and market-specific messaging that stayed true to the GTA standard.
Results
The partnership between Grand Touring Automobiles and 7 Communications reshaped what luxury means in the automotive world. Together, we helped transform a respected retailer into a cultural destination where lifestyle, legacy, and aspiration come together. GTA became recognized not only for representing the most prestigious marques on the planet, but for the way the brand made people feel. Curated test drives, private client moments, and world class events brought the spirit of the brand to life with clarity and intention. The fiftieth anniversary book captured this evolution at a pivotal moment, preserving GTA’s heritage while expressing the ambition that will guide its next chapter.
This shift was reinforced by an elevated digital presence that matched the refinement of the showroom. Through cinematic content, luxury partnerships, and a consistent brand voice, GTA built an online identity anchored in emotion and authenticity. As part of this evolution, we have shaped the Grand Collection Instagram profile from a standing start, shaping it into a powerful storytelling platform. Through curated content, exclusive event coverage, and lifestyle driven narratives, the channel quickly became a trusted touchpoint for existing clients and a magnet for new audiences.
Strategic media campaigns amplified this momentum, while franchise and expansion support ensured that GTA could grow its footprint without losing the essence that defines the brand. The outcome is more than earned media or increased engagement. It is cultural relevance. GTA now stands as a symbol of excellence and emotional resonance, proving that true luxury is not just about what you drive but how the experience makes you feel. Together, we built something enduring. Together, we helped bring Live Grand to life.
