Extraordinary Journey Scandinavia

Reaching the next generation of customers for Bentley Motors through an awe-inspiring driving experience spanning architecture, luxury wellness, and specialty travel.

We have worked closely with globally like-minded partners that share our passion for excellence, whether it be in the field of cuisine, design, architecture, or wellness, all with sustainability at heart. This, coupled with our carefully curated driving experiences, provides something truly unique - an experience money alone can’t buy.

Caren Jochner

Global Head of Brand Experience, Bentley Motors

Entering a new era of contemporary luxury and brand building outside of automotive, Bentley wanted to reach new audiences and gain credibility in the architecture and speciality travel spaces. Launching their new global drive experience “Extraordinary Journeys” in several markets, Bentley needed a flagship journey that would build on their transition into a luxury lifestyle brand and offer exclusive experiences aligned to their values in design, sustainability and craft – all with the aim of driving awareness, reach, and credibility amongst new audiences.

Designed for architectural enthusiasts and a new generation of Bentley customers, our programme centered around sustainable architecture and its relationship with new luxury.

Leading interiors, culinary innovation, awe-inspiring architecture, wilderness landscapes and strong sustainable credentials made Scandinavia the perfect destination. Starting in Stockholm and ending in Copenhagen, we unlocked exclusive opportunities from luxury overnight stays to immersive Michelin dining – all made possible through the power of Bentley. With the cars acting as facilitators of the experience, guests drove a range of models throughout the journey as they travelled to their next destination.

Traversing 650km of Sweden and Denmark’s awe-inspiring landscapes, the Scandinavian Extraordinary Journey guided journalists from leading lifestyle, architecture, and design publications through breathtaking scenery and spaces, ahead of a ticketed customer wave, in the company of Chris Cooke, Bentley’s head of design collaborations.

The journey began at Stockholm’s Ilse Craford designed Ett Hem hotel before adventuring through the Swedish woodlands where guests visited TailorMade architect’s Naturehouse for lunch against the scenic backdrop of Lake Vättern before arriving at Trakt for a luxury wilderness and fire dining experience. Travelling on to Copenhagen, guests stopped at Wanas Hotel & Sculpture Park before reaching the iconic Nimb Hotel.

Finally, guests embarked on a tour at leading architectural practice BIG before a culinary crescendo at Noma. Utilising the extraordinary locations and people behind the spaces, a series of short films were created to tell the story of the experience and amplify the narrative across Bentley’s channels.

The flagship leg of Bentley’s wider Extraordinary Journey initiative, the Scandinavia programme, and subsequently generated content, successfully increased awareness whilst shifting audience perceptions; paving the way for a new era in lifestyle brand activations for Bentley. The wider Extraordinary Journey initiative drove over 1300 enquiries globally, and saw a combined reach of over 20 million across PR, Social, Earned, and Paid Media.

The Scandinavia leg saw enthusiastic articles and positive reviews from reputable publications including Dezeen, Wallpaper, and the Times; solidifying Bentley’s foundational credibility in the architecture and specialty travel space.