Objective
Create a targeted marketing campaign designed to introduce the all new 2017 Bentley Bentayga to its most likely prospects. The campaign needed to provide an upscale “concierge” feel that aligned with the expectations of the ultra luxury client.
Challenges
The Bentayga is the first SUV to be added to the Bentley vehicle line up. Because the price point of the Bentayga approaches $300,000, the target audience becomes very narrow. Adding to the challenge was the fact that the initial production of the vehicle was very limited, so to have the product available to show at any time could be hit or miss.
Solution
In order to guarantee that the vehicle would be available for show, it was determined that a private RSVP only event would create an experience consistent with the expectations of the client. The core of the marketing was to contact the existing Bentley base through both personalized mailed and emailed invitations. The RSVP could be done either by phone to a dedicated event co-ordinator or online at a specific web page. The direct mail was designed to have a “gala” or “private event” feel.
To support these efforts an Adwords display campaign was launched targeting websites that catered to high net worth individuals inviting them to RSVP through the website.
Result
The event was well attended and ultimately supported several pre-orders of the Bentayga.
