The annual Monterrey Car week is back. As the Experiential Agency of Record, Iris manages Bentley’s largest global marketing activation known as Monterey Car Week. ​
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This entails everything: from taking care of the various exhibit design & builds; supporting onsite logistics; planning all hospitality events; managing numerous vendors and contracts; and supporting onsite data capture. ​​
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This year Iris embarked on a car week like never before, with six epic public and America’s first debuts. Hosting over 2000 visitors to the Home of Bentley, with 100+ test drives and a breaking record for Bentley Boutique Sales. All taking place in a three-day span during the month of August. ​
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The strategy approach was diversified across the various events which included managing multiple outings and audiences during the event-a-thon. ​
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The media approach encompassed a VIP hosted group, Hosted Media, which included invited guests and executives​.​
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Creatively Iris amped up Bentley’s Beyond 100 strategy, which focused on several approaches Bentley is embarking on to become the leading sustainable luxury automotive manufacturer. ​​
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Iris really took this strategy and distilled the many messages into a better streamlined communication plan that left participants more educated on Bentley’s ambitious goals. ​​
As the nation recovers from an ongoing pandemic, the results of the 2021 MCW have really astounded us all.

As a result, we saw 2,500+ attendees to the Home of Bentley in four days; 60k in boutique sales; 100+ test drives; 6 public and America's first debut cars; 350 miles in Bentley Blower in Monterrey.