Bentley reveals revamped magazine to modernise public image
Bentley Motors has unveiled the relaunch of Bentley Magazine, led by content marketing agency Archant Dialogue. The new magazine is quarterly and sports a new, contemporary design while offering aesthetically pleasing illustrations of luxurious lifestyles for its audience.
With the introduction of the new, updated magazine, Bentley Motors aims to modernise its public image and adapt to the digital age, while remaining a high-status luxury brand.
The first cover of the revamped magazine will feature famous renowned cellist Tina Guo, who wrote, produced and performed music exclusively for Bentley’s luxury hybrid SUV, Bentayga Hybrid. On the cover story, Guo discusses her life and her relationship with music.
Archant Dialogue’s agency director, Zoe Francis-Cox, says, “The synergy between Bentley Motors and Dialogue has been outstanding. Our goal was to break the mould of automotive titles and create an extraordinary magazine for an extraordinary brand – and our teams have exceeded this, delivering incredible quality for discerning customers and prospects. I’m looking forward to developing the relationship with Bentley Motors even further.”
The collaboration between the two companies means that Archant Dialogue is responsible for all aspects of Bentley Magazine’s production, from the conception of the concept to the creation of content, editing and design and photography, working with Bentley’s in-house editorial team. Furthermore, digital content is produced to be used across Bentley’s digital touchpoints.
Craig Nayman, Dialogue’s executive director, says, “In our initial pitch to Bentley we were asked to push the boundaries of the magazine, to really inspire the Bentley community and to produce something that reflects their philosophy of ‘being extraordinary.’ I’m delighted that this relaunch delivers against this brief. Importantly, it was also engineered to deliver an attractive package for advertisers, which was immediately recognised and allowed us to bring some extremely high-quality partners on board.”
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