Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
The news had been all good for Bentley. The Volkswagen-owned maker of stately limousines had a sporty little hit on its hands—the Continental GT, a $160,000 coupe that’s sold out through 2005 and has put the pricier Rolls Royce Phantom and DaimlerChrysler Maybach models to shame. The brand’s high-class marketing has included tying into events like boat shows and classic-car meets. “You’ll never see Bentley advertising during Monday Night Football,” its U.S. marketing chief told BusinessWeek in 2004.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in