Bentley Takes Drivers on a Winter Adventure - Event Marketer

Bentley Drivers Winter Adventure

Bentley Takes Drivers on a Winter Adventure

Throughout the month of February, luxury automaker Bentley Motors took over Kuusamo, in the province of Oulo, Finland, where it has created its Power on Ice winter driving adventure, set to conclude on Feb. 26. The lucky few who put up the 8,000 to 10,000 Euros that was the price of admission got behind the wheel of either the 6.0 liter 567 horsepower Continental GT coupe or the 621 horsepower Continental Supersports coupe on one of the world’s most challenging test tracks—a frozen lake. The location is just south of the Arctic Circle and just a few miles from the spot on the frozen Baltic Sea where the brand shattered two ice speed-driving records with the four-time World Rally Champion Juha Kankkunen. The guests got the chance to slalom around the snow and ice figure-eight track in the supercars, with the opportunity to acquire advanced techniques from a personal instructor. The idea was to show off the vehicles’ dual specialties in highest-end performance and winter driving with its state-of-the-art all-wheel drive system.

After a hard day of high-speed ice driving, the attendees could relax in luxury at the mountainside Ruka Peak hotel, with fine dining in front of roaring open fires, a sauna and shopping. The other once-in-a-lifetime experience on offer was a ‘husky-powered’ nature excursion across frozen lakes on a dog sled. The experience was open to anyone who wanted to pony up the dough and peek inside Bentley’s world, even if they aren’t current owners. Each experience lasts two days, and the brand so far has brought in six groups of 18 people during the 20-day activation. All the drives took place under the guidance of expert instructors, but the attendees were at the wheel.

“It’s about getting people to understand how the drive train works to deliver power to the ground appropriately. We want to show the all-around capabilities of the cars,” James Barclay, head of marketing for the Americas at Bentley, told Buzz. “Buying a Bentley is also about buying into a lifestyle and for our customers it’s about creating real experiences in our own way.”

 

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