The challenge: revitalise Bentley’s luxury lifestyle magazine

Create content that mirrors the uber-luxurious world of the Bentley owner, rewarding owners for their loyalty and encouraging repeat purchasing, while changing new customers’ perception of the brand.


The solution:

  • We developed a compelling editorial mix of smart, engaging content and inspiring creative.

  • We sought to capitalise on Bentley’s recent developments in innovation and product, engaging with new performance-savvy, entrepreneurial and adrenaline-seeking audiences.

  • We drew on award-winning creative talent and invested in the photography look and feel of the magazine, as well as employing a global team of high-profile luxury, lifestyle and automotive journalists. A combination of photo stories and lengthier, more in-depth reads attracted repeat visits and encouraged retention.

The results:

  • #1 ranking for the magazine versus every other communication

  •  84.9% of readers said the magazine was very good or excellent

  •  91.7% said the magazine design and aesthetic was very good or excellent

  •  42.6% open rate for magazine follow-up email (versus an industry benchmark of 24%)