Bentley accentuates its powerful side

Halliday, Jean
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p32
Trade Publication
This article focuses on Bentley Motor Cars USA, and its niche marketing efforts aimed at the ultrarich in 2000. The brand could attract more buyers with a new vehicle in the $145,000 to $160,000 range and still keep its allure of exclusivity. This year's new Arnage Red Label sedan, to be featured in all upcoming advertisements, starts at $209,000, said Ton Smith, national marketing manager at Bentley. The marketer breaks its 2000 advertising campaign in targeted April magazines. The estimated $3 million, all-print push will continue through June, then return in September. The media buy includes American Lawyer, Forbes, Hollywood Reporter, Institutional Investor, Robb Report, Variety and newcomer Pro. The specific audience consists of Hollywood actors and directors, professional athletes, entertainers, lawyers and high-profile investors and philanthropists, said Joe Ashworth, marketing manager at Bentley.


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