Monterey Car Week 2018: Bentley's Experiential Marketing Strategy
Technology Category
- Application Infrastructure & Middleware - Event-Driven Application
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Automotive
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Smart Parking
- Vehicle-to-Infrastructure
About The Customer
The customers at the Monterey Car Week were invited guests, media, and potential clients of Bentley. These were individuals with a keen interest in luxury vehicles and were likely to be high-net-worth individuals given the luxury positioning of Bentley's vehicles. The customers were treated to an immersive experience that aimed to cultivate an intimate connection with the Bentley brand. They were also part of exclusive events such as the Bentley symposium and Bentley’s Signature Party, which were designed to provide a unique and memorable experience.
The Challenge
Bentley's program at Monterey Car Week is a significant event in their calendar year, providing an opportunity to foster a close relationship with invited customers, media, and potential clients while promoting their core vehicles. The challenge was to create an intimate and immersive experience that would not only engage the attendees but also effectively showcase Bentley's luxury vehicles. The event was to be held at a prime property located next to the Pebble Beach Lodge, a hub of Car Week activity. The property was to be transformed into the 'Home of Bentley', a premier experiential and hospitality space for VIP guests, customers, and media. The challenge also included producing two standout evening events that would leave a lasting impression on the attendees.
The Solution
The solution was to transform the property into the 'Home of Bentley', a premier experiential and hospitality space for VIP guests, customers, and media. This space was designed to provide an intimate connection with the Bentley brand and its luxury vehicles. In addition to hosting at the 'Home of Bentley', two standout evening events were produced. The first was the Bentley symposium, an invite-only event featuring luminaries discussing the future of luxury. Speakers included the Head of Krug in North America, Richard Beaumont, the CEO of Opus One, David Pearson, and Hans Zimmer’s protégé, Tina Guo - a virtuoso electric cellist. The second event was Bentley’s Signature Party, a glamorous event that transported customers back to the time of 1919-inspired revelry as the sun set on the stunning Pebble Beach vista.
Operational Impact
Quantitative Benefit
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