Bentayga Speed Global Media Drive

Client: Bentley Motors

Montana, USA

In June 2025, Bentley Motors launched the Bentayga Speed - its most powerful luxury SUV - with a Global Media Drive designed to go beyond traditional product showcase and deliver global influence at scale.

Set against the vast landscapes of Montana, the programme drew inspiration from the cultural icon Yellowstone, blending rugged Americana with Bentley’s signature refinement. This cinematic narrative became the foundation for an immersive experience that repositioned the media drive format as a storytelling platform rather than a test drive.

Hosted at Montage Big Sky, the two-day programme brought together 120 top-tier media and influencers from 20 countries, delivering a carefully orchestrated mix of performance driving, brand immersion, and content creation. Highlights included curated on- and off-road driving experiences, a bespoke ranch-based activation, and the first integration of Bentley’s “Toy Box” format offering hands-on access to the wider model range and enabling a 360-degree brand experience.

This was Bentley’s most complex Global Media Drive to date, involving 36 vehicles, six overlapping guest waves, and dual programme delivery. Advanced technology enabled real-time fleet tracking and seamless execution at scale.

The results demonstrated both reach and impact: • 101.1 million global media reach • 1.2 million social engagements • 26% of reach driven by influencers • Strong message penetration and sustained editorial coverage

Crucially, the event translated product experience into authentic advocacy, positioning Bentayga Speed as a category leader and setting a new benchmark for automotive product launches.

Described by Bentley as their “most impressive Global Media Drive yet,” the programme combined strategic clarity, creative excellence, and operational precision to deliver a launch that didn’t just showcase a product but created lasting global impact.