Bentley prepares for 2015 Power on Ice series

Bentley Motors is opening up registration for its 2015 Power on Ice program in northern Finland.

The Power on Ice series allows loyalists to test the capabilities of Bentley models in icy conditions and to receive a holistic brand experience while lodging for four days in a luxury setting. As auto brands continue to close performance gaps, the experiences provided in events like this will become a major differentiating point.

Friends of the brand

There will be six consecutive Power on Ice programs in January and February 2015. The first event begins Jan. 31 and the last event ends Feb. 21.

Eighteen places are available in each group. The Feb. 3-6 group has already sold out.

Throughout the four-day excursion, guests will drive on icy lakes, ride snowmobiles, go on husky dog sled runs and relax and indulge at the Ruka Peak Resort.

Guests go on huskey sled rides during the program

Guests will receive driving lessons from Formula One champions and champion ice racers.

Bentley's Power on Ice

Four types of accommodation are available at the resort. Guests can stay in a chalet, a penthouse, an apartment or a cottage.

Ruka Peak Resort

Prices for the trip are contingent on accommodations.

Promoting loyalty through immersive events has become increasingly popular, and Bentley has responded with new offers.

For instance, the automaker is expanding its driving tours with new locations and partnerships to draw new consumers and treat Bentley loyalists to curated experiences.

The tours travel through Britain, Italy, France and parts of the United States and link up with luxury partners such as Chanel and Harrods. Providing customers with experiences that situate a brand in the larger context of luxury while demonstrating the best of what showcased products can accomplish enables automakers to cultivate loyalists (see story).