Iris Case Studies Monterey Car Week 2018: Bentley's Experiential Marketing Strategy

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	Monterey Car Week 2018: Bentley's Experiential Marketing Strategy Iris

Monterey Car Week 2018: Bentley's Experiential Marketing Strategy

Iris

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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.

About 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.

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.

Impact #1	The experiential marketing strategy employed by Bentley at the Monterey Car Week was a resounding success. The transformation of the property into the 'Home of Bentley' and the production of two standout evening events provided an immersive and memorable experience for the attendees. The Bentley symposium and Bentley’s Signature Party not only engaged the attendees but also effectively showcased Bentley's luxury vehicles. The strategy resulted in a significant increase in retail sales at the Bentley Boutique and a high number of social impressions, indicating a strong brand engagement and visibility. The event also served as a platform for Bentley to foster a close relationship with its customers and potential clients, further strengthening its brand positioning in the luxury vehicle market.

Impact #1

The experiential marketing strategy employed by Bentley at the Monterey Car Week was a resounding success. The transformation of the property into the 'Home of Bentley' and the production of two standout evening events provided an immersive and memorable experience for the attendees. The Bentley symposium and Bentley’s Signature Party not only engaged the attendees but also effectively showcased Bentley's luxury vehicles. The strategy resulted in a significant increase in retail sales at the Bentley Boutique and a high number of social impressions, indicating a strong brand engagement and visibility. The event also served as a platform for Bentley to foster a close relationship with its customers and potential clients, further strengthening its brand positioning in the luxury vehicle market.

Benefit #1	941 visitors to the Home of Bentley
Benefit #2	340% increase in retail sales at Bentley Boutique
Benefit #3	300 event attendees

Benefit #1

941 visitors to the Home of Bentley

Benefit #2

340% increase in retail sales at Bentley Boutique

Benefit #3

300 event attendees

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Overview

Monterey Car Week 2018: Bentley's Experiential Marketing Strategy

Operational Impact

Quantitative Benefit