Bentley Motors has appointed Archant Dialogue to overhaul its content marketing strategy and revamp the brand’s international customer publication, Bentley Magazine, following a competitive tender involving nine other global content agencies.
Launched in 2003, the monthly magazine is distributed worldwide, with versions in English, German and Chinese and targets existing and prospective customers. It contains news and in-depth coverage of the upmarket marque, as well as associated content that reflects the interests of its high net worth audience.
The appointment follows the tender, in which multilingual content production, international publishing and project management were all specific requirements.
Dialogue was founded in 1988 and its portfolio already includes Royal Ascot, Harley-Davidson, Porsche Club GB and private jet specialists Air Charter Service. The three-year Bentley contract will start in the summer.
The brief includes management of all aspects of Bentley Magazine’s production, including concept ideation, story generation, commissioning, copy editing, competitions, design and photography, and working with Bentley’s in-house editorial team. Associated digital assets, including video, will also be created for use on the Bentley website and social media channels. Dialogue is also introducing a new advertising model for Bentley Magazine.
Dialogue agency director Zoë Francis-Cox said. ”It is clear that Bentley Motors shares our belief that aspirational and visually arresting content is a key component in customer engagement, delivering retention, advocacy and converting new buyers.”
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