The Bentley Bentayga marked the brand’s entry into a new category. I created an integrated launch across print, out-of-home, video, digital, direct mail, and local events, ensuring every touchpoint reflected the craft, restraint, and exclusivity of Bentley.
The Bentayga was Bentley’s first SUV, extending the marque into a new category while carrying the expectations of a nearly $300,000 vehicle. With limited initial production and a highly discerning clientele, the launch demanded the same level of craft, precision, and personal attention as the product itself.
The opportunity was to create national presence, then translate it into intimate local experiences that made each prospective owner feel personally invited into the next chapter of Bentley.
I compared wealth concentration with Bentley’s dealership footprint to understand where the brand already had strong market access, where demand was emerging, and where qualified audiences were underserved.
The analysis revealed a national opportunity that could not be approached uniformly. Each market required a different balance of visibility, targeting, and local activation.
Sources: HNWI wealth concentration data, ultra-luxury dealership footprint
Florida combined significant wealth concentration with a fragmented dealership footprint. Five metropolitan markets served a state of more than 22 million people, while several high-income areas sat beyond the immediate reach of an ultra-luxury dealer. I used county-level audience data and dealership locations to define the priority markets for outreach, media, and local launch activity.
Sources: IRS Statistics of Income, County Data ($200k+ AGI, agi_stub 8), Tax Year 2022 · Dealership locations: confirmed ultra-luxury brand authorizations
One brand system tailored for every market
The market analysis established where the opportunity was. The next step was creating a launch system that dealerships could activate locally without losing the consistency of the national campaign.
I developed the campaign across print, out-of-home, video, digital, direct mail, and event communications, giving each channel a clear role while maintaining one cohesive Bentley experience.
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Brand introduction
- Video
- Digital
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Personal invitation
- Direct mail
- RSVP
- Concierge outreach
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Market activation
- Out-of-home
- Dealer events
- Signage
- Environmental design
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Begin with the existing relationship
Bentley owners received personalized direct mail and email designed to feel more like an invitation to a private occasion than a dealership promotion. The experience began with the first communication, so every detail had to reflect the same level of consideration as the vehicle itself.
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Make every response feel personal
Guests could RSVP through a dedicated landing page or speak directly with an event coordinator. Both paths were designed to feel attentive and discreet, replacing a conventional lead form with a more considered invitation experience.
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Selectively expand the audience
Targeted digital media introduced the event to qualified prospects beyond the existing owner database. Placement, messaging, and frequency were carefully controlled to extend reach while preserving the sense of access and exclusivity.
Strong attendance and multiple pre-orders at $300,000 per vehicle
The campaign translated Bentley’s national launch into a series of selective, high-touch market activations. Personalized outreach and private dealership events generated strong attendance and multiple Bentayga pre-orders.
The result was a launch model built for ultra-luxury marketing: broad enough to establish the vehicle, precise enough to reach qualified buyers, and consistent enough to protect the Bentley experience across every touchpoint.
We were very pleased with the launch of the 2017 Bentley Bentayga. Our launch was well attended and based on our pre-orders, was very successful.