Bentley Extraordinary Journeys

The Brief

A brand drive event for the new Bentayga and Flying Spur which took place over a seven day period from 6th – 12th December 2020 at Al Maha Desert Resort and Spa and targeted approximately 70 VIP Bentley customers.   

The brief was to include a dune drive and to highlight the capabilities of both the SUV and sedan models with an element of the extraordinary – a key message for Bentley

Noble Events was keen to show that a pandemic should not stop the extraordinary from happening. There will always be new roads to be driven, adventures to be experienced and the world’s treasures to be discovered. Extraordinary needs to be explored, which is exactly what we set out to do with this event. We wanted to offer a typical drive experience event but with an unexpected ‘extraordinary’ twist.

Location & Venue

Al Maha Desert Resort and Spa offered the perfect location to host this event, with dunes that are not too technical, making them easy for guests to navigate. 

Al Maha is the largest conservation park in the Middle East.  In line with Bentley’s sustainability and environmental values, their Field Guides are trained to uphold best conservation practices while immersing guests in the colours, scents, sounds and wildlife experiences of the desert. The Dubai Desert Conservation Reserve (DDCR) monitors and controls human impact to minimise its effect on the fragile flora and fauna, and to protect the delicate desert ecosystem.  

The Schedule

Guests were invited to meet, late morning, at the Al Habtoor Showroom where they were offered coffee and light refreshments whilst they listened to a presentation and safety briefing. They then drove the one hour drive to Al Maha Resort where they were provided with a three course lunch, a bespoke menu created with sustainability in mind.

After lunch guests received a further presentation and safety briefing before heading out for their dune drive through the conservation area. After the dune drive, guests enjoyed sundowners on the decking, an experience enhanced with a live performer on guitar, mixologist creating bespoke drinks and a ‘create your own’ scent bar using notes of flora found in the Al Maha desert.  After their sundowners and activations guests were chauffeured home.  


The overall experience from start to finish was of course extraordinary; however, the highlight for our lead Senior Event Manager was the transformation of the decking from day to night with its  spectacular views.

Every guest said “Wow” as they entered the Bentley hospitality area for the first time and “Wow” again on returning from their dune drive to the same area which had been completely transformed.   

The event was incredibly well received by both client and customer and surpassed the brief, creating an extraordinary event to remember.

Bentley Extraordinary Journeys
Bentley Extraordinary Journeys