Land Rover Launches Comprehensive Marketing Campaign
IRVINE, Calif., July 1 -- Land Rover North America announced today it will launch an extensive marketing campaign targeting its flagship Range Rover. For the first time in over five years, Land Rover will run a national TV campaign, coupled with print, website, outdoor and event marketing activities throughout the summer, all intended to launch the new 2004 Range Rover.
"Range Rover launched in the fall of 2002 to much customer and critical acclaim, and has been recognized by automotive and industry analysts alike for its capability and sheer good looks," said Sally Eastwood, vice-president marketing for Land Rover North America. "Following on the heels of one of Land Rover's most successful launches, this campaign is intended to continue the sales momentum of the new Range Rover into 2004."
A national advertising campaign running for six-weeks will target national cable and primetime network television outlets in Land Rover's top 15 markets. Started June 18th and running through the end of August, the campaign also includes a vigorous outdoor campaign with new creative developed to target both outdoor billboards and print publications.
On a local level, creative will include newspaper ads acknowledging Range Rover's accolades to date. In addition, local television and radio spots will also roll out this summer.
Land Rover is also targeting potential buyers one at a time through "The Range Rover Experience". The Experience offers invited guests to attend one of six events around the country, all set either in resort locations or elegant private country homes. The event combines one-on-one off-road driving instruction with cultural, culinary and adrenalin adventures. Guests learn subtle driving techniques to help them navigate tricky off-road courses, designed and guided by Land Rover driving instructors.
Range Rover Experience events are designed to showcase the capabilities of the vehicle in extreme conditions. Luxury is a common thread throughout the event, with experiences offered as part of the program including exotic chocolate tasting, rare orchid demonstrations, professional sporting clay shooting instruction, a falconry demonstration and an outdoor grilling display.
Land Rover North America, established in 1986, imports and distributes Range Rover, Discovery and Freelander vehicles manufactured for sale in the U.S. by Land Rover in Solihull, England. Land Rover's worldwide operations are wholly owned by Ford Motor Company, Dearborn, Michigan.