Setting hearts racing at Bathurst with a world-class, luxury experience for Team Bentley

Bentley \ Bathurst


I am just over the moon. I’ve never been so impressed by an agency. The owner experience was incredible, they truly became Team Bentley.”


The Challenge

Neonormal has created extraordinary experiences worthy of the Bentley name – time and time again – for the last 4 years. For Bathurst 2018, we’re shaping a brand experience that increases Bentley’s presence for wider audiences and also enriches the experience for guests – with systems, creative elements and assets that can be used for future events.

The Solution

For the 2018 Bentley Bathurst event, Neonormal delivered a seamless, premium Suite experience, executed a flawless dinner, surpassed retail expectations, and hosted guests in an engaging, memorable way.

The weekend began with a breakfast at the Sydney showroom in Alexandria, following which guests departed together on a three hour drive before making a grand entrance into Bathurst by way of a Bentley convoy. The Team Bentley suite was an immersive experience, with the race team regularly stopping in for meetings mid-race and holding intimate interviews with guests. Activities throughout the weekend included grid walks, team garage and podium tours, Skyline trips and helicopter rides for the best views of Mount Panorama.

Every touchpoint met the highest standards — with concepts like the Mount Panorama Table and the Team Bentley experience, we turned a space that was merely a functional driver ‘pit-stop’ into an exclusive VIP area, bringing guests behind the scenes, truly making them feel like part of the team.

What we did

  • Corporate Hospitality
  • POS Design + Build
  • Vehicle Display
  • Event Styling
  • Customer Journey
  • Talent Management
  • Media Exposure
  • Event Coverage