October 17, 2013
British automaker Bentley Motors is refining the campaign scope for its new Continental model by sponsoring Harper's Bazaar's Bazaar Art supplement that goes behind-the-scenes of the campaign's production.
The collaboration entailed a Bazaar Art party that featured Bentley products and an in-depth look at how Bentley created its latest advertising campaign. Since publications play such an integral role in spreading brand awareness, collaborations that promote mutual-awareness foster a tight-knit environment.
"This is absolutely the correct target market of their clientele and potential buyers," said Lauren Fix, automotive expert and author of “Lauren Fix’s Guide to Loving Your Car,” Lancaster, NY.
"The Bentley Continental is all about luxury, class, sophistication, detail and making a statement," she said. "They are selling glamour, exclusivity, fun and the good life and Bentley is delivering on all areas."
Ms. Fix is not affiliated with Bentley, but agreed to comment as an industry expert.
Bentley did not respond by press deadline.
Mutual promotion
Fans can view a behind-the-scenes look at the continental campaign on http://www.harpersbazaar.co.uk/guide/bazaar-art/bentley-continental-film-behind-the-scenes. The video is available exclusively on Harper's Bazaar's Web site.
The Bazaar Art supplement explains that the Bentley Continental campaign was shot in four different locations by photographer Jonathan Glynn-Smith. The campaign features the models Simon Clark and Sabine Kwasek.
During the production, the team traveled into the Balearic wilderness in Spain with the agency Keko London for a picnic, parachuting, climbing and some time on the sailboat.
The actual campaign video begins with a motto encouraging spontaneity, which the brand associates with the Continental. Viewers then watch different versions of the vehicle travel on wildly different landscapes.
Continental campaign video still
Phrases such as "Just grab the keys" and "Choose your route" flash intermittently across the screen.
To celebrate the release of the art supplement, Bentley and Harper's Bazaar held a party that featured Bentley products such as handbags from its new collection.
The Bazaar Art party
The automaker is promoting the collaboration on its social media pages.
Bentley's Facebook page
More than cars
In addition to promoting its latest models, Bentley has tried to portray itself as a lifestyle brand.
The brand's new Bentley Home collection is designed to further cultivate the automaker’s lifestyle image and showcase its commitment to craftsmanship.
The furniture collection draws inspiration from Bentley’s models and includes sofas, chairs, cabinets and several other items. Brand enthusiasts will likely be eager to deck out their offices and homes, but this collection may also elicit interest from a broader audience since all of the pieces are made by Italian furniture company Club House Italia (see story).
Collaborations with publications that go beyond run-of-the-mill print advertisements can help automakers tap into concentrated consumer groups.
"The photos and video are appealing to this type of buyer and they can relate or wish to relate to this lifestyle and the Continental is the answer," Ms. Fix said.
Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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