Land Rover's Second Infomerical Is Coming to a TV Near You
15 February 2000Land Rover's Second Infomerical Is Coming to a TV Near You
New Half-Hour Infomercial Updated, Refined and Launched in Wide Screen Format LANHAM, Md., Feb. 15 -- Land Rover North America, Inc. today announced the debut of its second infomercial, The Land Rover Experience. This new program will be launched on southern California cable television channels beginning Monday, February 7th, and will be rolled out nationwide in the coming months. The 28-minute, wide-screen ("letterbox") format infomercial allows Land Rover North America to convey the many merits of Land Rover ownership to a broader and more diverse audience than can be reached by traditional advertising. Land Rover's first infomercial debuted in July 1999 and was a tremendous success, increasing weekly activity on the company's 800 number by as much as 600 percent. This newest infomercial was shot on location in Arizona and New Mexico and, like the original, is hosted by Andy Mill, a former member of the U.S. Olympic Ski Team and director of the Aspen Ski Company. Mill is joined by Tom Collins, a veteran of eleven Camel Trophy Adventures and Sally Eastwood, also an experienced off-roader and veteran of numerous Land Rover adventures. Chris Marchand, Freelander model manager for Land Rover North America, was instrumental in the production and development of both the original and the new infomercial. "We're excited about this premier because consumer response to our first infomercial exceeded everyone's expectations," said Marchand. "This all-new infomercial, with more off-road footage and customer testimonials from our retailer-driven Wheels events, will build on the success we've enjoyed during the last year. Additionally, we've provided our retailers and regional marketing groups with on-camera lead-ins for custom versions to run in their local markets." Viewers of the infomercial will learn about the on-road performance of both Range Rover and Discovery Series II and the extreme off-road capability of all Land Rover vehicles. A primer that discusses some of the proper off- road driving techniques is also included. The positive aspects of Land Rover ownership-particularly the overall experience of purchasing a vehicle from a Land Rover Centre-play a key role in the program. In fact, the Centre concept is a proven success. In a recent survey by Strategic Vision, the San Diego- based research firm, Land Rover placed second in the industry in overall sales and service experience. Further, in a recent J.D. Power and Associates survey, Land Rover topped the industry in terms of customer satisfaction with the routine vehicle maintenance experience. Land Rover North America has 120 retail outlets in the U.S., 77 of which are stand-alone Land Rover Centres. 1999 was the best sales year in company history for Land Rover North America, Inc. with sales reaching a record 29,380 units, representing a 37.1-percent increase over calendar year 1998. Land Rover North America, Inc., established in 1986, imports Range Rovers and Discoverys manufactured in Solihull, England, for sale in the U.S. and is a wholly-owned subsidiary of the BMW Group, Munich, Germany.