Bentley Global Sales & Marketing Conference 2024

Client: Bentley Motors Ltd

Crewe, Cheshire

In November 2024, Bentley hosted its first Global Sales & Marketing Conference for several years. Goose Live Events were appointed with just eight weeks from pitch to delivery and, working collaboratively with the internal Bentley Events team, created a Conference which brought together 400 delegates from six global regions across the Sales & Marketing functions to align on strategic priorities, celebrate achievements, and deepen team and brand connection.

Wychwood Park Hotel in Crewe, was selected as the venue not only for its proximity to the Bentley Factory, but also for its well-being facilities following a recent refurbishment which aligned with Bentley’s wellness-inspired corporate identity. It provided the perfect location for a seamless, immersive experience, and full takeover.

We developed a fully branded digital ecosystem - including a bespoke app, registration platform, and QR code check-in and live agenda tools - to ensure every delegate experience was personalised and intuitive.

With a capacity for only 200 attendees per session, the conference ran two plenary sessions, followed by four rotating workshops. In the evening, the venue was turned around to create a show-stopping celebration with highlights including: • A showcase for the Bentley Blower Jnr (an 85% scale, road-legal, all-electric recreation of the iconic 1929 Bentley 4.5-Litre "Blower" race car) • Multicultural food stations from around the world • Live entertainment • An Awards ceremony, with all categories nominated by colleagues, and the actual awards hand crafted by the Factory wood craftsmen to provide a unique and personal touch, and • A surprise fireworks finale.

The transformation of the hotel’s Cheshire Suite into a Bentley Record Room-inspired Live Lounge created a memorable, brand-rich environment for networking and celebration. With 98% app engagement, 92% knowledge retention, and 95% delegate satisfaction, the event not only delivered on its objectives, it elevated internal communications