Branding opportunities with the Financial Times.

1. Bentley Motors Case Study

2. Bentley Motors Campaign Details
Market: London, UK
Objective: To create excitement and buzz for Bentley Motors’ new Continental GT 4-seat
coupe during the 2011 London Motorexpo where the latest vehicles from many
of the world's leading automotive manufacturers were displayed throughout the
Canary Wharf estate.
Opportunity: Financial Times newspapers were wrapped with Bentley’s message, and
handed out to business professionals and Expo attendees in London’s busiest
financial district, Canary Wharf. FT brand ambassadors engaged passersby at
the event and in Five Star hotel lobbies, where Motorexpo attendees
stayed, before and after the event, handing out free papers while promoting
Bentley’s new model. iPads were also utilized for data capture and selling FT
subscriptions.
Results: The 2011 London Motorexpo was the biggest event in their entire history and
the highest visited motor show event in the UK, welcoming over 410,000
visitors. The Financial Times had direct, personal access to an elite and
targeted audience. The girls encountered a record take-rate across the event
as the FT and Bentley were a perfect fit. Passers-by were intrigued and made
continued comments on the overall design and “coolness” factor of the vehicle.

4. Contact
Karen Begley
Director of Corporate Partnerships
karen.begley@FT.com
212.641.6475