Leveraging the brand’s partnership with Halcyon Gallery and contemporary artist Dale Chihuly, we created beautifully written and photographed content which seamlessly integrated into the supplement. A bespoke online hub brought the content to life, housing a unique short film in which Dale Chihuly and Bentley’s Head of Design, Sang Yup Lee, explored and appreciated the beauty behind their different creations.

To launch our connection with contemporary art, we invited 200 VIP guests to an exclusive event at the gallery. Guests and brands took to social media with their posts on the night via #Bentleyart and photos were displayed by Harper’s Bazaar in print and online.

We spoke directly to 20,000 of these women through a bespoke email to the Harper’s Bazaar database and extended our reach beyond the UK with 60,000 bespoke reprints displayed at dealerships worldwide, reaching both customers and prospects.

2013 saw Bentley’s best sales performance in its 95-year history, with European sales up 11% and overall UK sales to females having increased by 81% year on year.

Partnering with Harper’s Bazaar allowed us to communicate to affluent women for the first time ever through paid media. We spoke to women about Bentley in a new and exciting way, achieving over 700,000 touchpoints with our female audience. Importantly, these women engaged with our content: those who visited the hub online spent an average of 2 minutes viewing the content and an extraordinary 2.12% clicked through to find out more!