Brand experience agency Neonormal has helped Bentley Motors deliver a new campaign to coincide with the 2017 Formula One Australian Grand Prix.

The Bentley Grand Prix experience kicked off on Thursday 23 March with the launch of the Bentley Continental Supersports, the world’s fastest four-seater car. Following the reveal of the Supersports, retailers, customers and media had the chance to take the first Bentley Bentayga Diesel in the country for a spin at the Australian Automotive Research Centre (AARC) in Wensleydale, Victoria.

The Bentley Motors experience continued across the Grand Prix weekend with the Supersports acting as the pace car for the GT races each day. Elsewhere at the track, Neonormal designed, built and produced the Bentley vehicle display to showcase the Bentayga, Supersports and other cars from the Bentley range.

The Bentley Corporate Hospitality space, located within the VIP Paddock Club, was also the work of Neonormal. An extension of the Bentley BeExtraordinary Road Show which has been touring around the country since November 2016, the exhibition was full of curious and little-known stories about the craftsmanship, characters and racing heritage that have made the Bentley marque so distinctive.

Neonormal creative director Paul Edwards said: “When developing the various creative solutions for Bentley, we were acutely aware of delivering experiences that sell cars as well as stories.

“Although a 100-year-old brand, Bentley has a powerful and contemporary offering that many people aren’t aware of.”

David Simpson, retailer sales manager for the Asia Pacific at Bentley Motors, said: “Neonormal has helped us bring to life our Extraordinary Bentley story at the 2017 Formula One Australian Grand Prix.

“We wanted to bring customers into our story and for them to leave knowing something new about Bentley; to feel more connected with the brand. Neonormal has found new and creative ways to do this, and we’re thrilled to begin the next chapter in our rich history by revealing the Supersports as part of this experience.”