Land Rover Ads Say: LR is Truly 'Extraordinary'

IRVINE, Calif., Jan. 30, 2006; Land Rover North America today launched an all-new marketing campaign -- "Designed for the Extraordinary" -- intended to entice potential customers into the world of Land Rover: sophisticated yet rugged, luxurious yet authentic, as only a Land Rover can be. The campaign focuses on what differentiates Land Rovers from other luxury vehicles offering exceptional design and outstanding breadth of capability.

"Designed for the Extraordinary" showcases the brand as a whole, highlighting each individual nameplate -- Range Rover, Range Rover Sport and LR3. To reinforce each vehicle's personality in an unusual manner, Land Rover is placing vehicles in settings that feature genuine demonstrations of superior performance.

The first of the extraordinary vignettes will feature the Range Rover Sport followed by LR3 and Range Rover, shown in equally, if not more impressive ways later this year. The goal of the campaign is to show that the entire Land Rover line-up brings style and substance together in extraordinary ways.

Range Rover Sport sets the pace in the campaign via a dramatic TV shoot that took place beneath the city of Tokyo, utilizing a little-known yet huge network of underground aqueducts designed to support the city's infrastructure. Like Land Rovers, the Tokyo aqueducts are an engineering marvel of immense capability.

Directed by Jordan Scott, daughter of famed director Ridley Scott, the TV commercial highlights the extraordinary design and driving abilities of the Range Rover Sport and the unique tunnel infrastructure, taking the viewer where no road-going vehicle has ever been before.

"In today's world of technologically-advanced TV production, it can be difficult, if not impossible, to determine what's real and what's computer-generated in advertising, so we're providing behind-the-scenes information and footage on our website. Here the viewers will come to understand that what they are seeing is completely real and not a dramatization," said Sally Eastwood, vice president, marketing, Land Rover North America.

To further reinforce the "Designed for the Extraordinary" concept, Tokyo photographer Kenshi Daito was commissioned to create his own vision of "Extraordinary", capturing the essence of Tokyo and the Range Rover Sport from his own unique perspective. Sixteen of Daito's photographs can be viewed at http://www.landroverusa.com. Known in the art community for his unique style of blending digital technology and traditional photographic processes, the inspiration behind Daito's photography is similar to that of the Range Rover Sport's own amalgamation of cutting-edge technology and legendary tradition.

The campaign's primary communication methods will focus on TV, print and outdoor, complemented by a "behind-the-scenes" look at the making of the advertisements that will be housed on the company website at http://www.landroverusa.com.

Documentary footage, still photographs, interviews with the crew and information about the car will show how the ads were created. Locations of the ad shoots and teasers for upcoming features will also be available online.

Land Rover North America is part of Aston Martin Jaguar Land Rover with headquarters in Irvine, California. Land Rover established operations in the U.S. in 1986, and now imports and distributes Range Rover, Range Rover Sport, and LR3 vehicles manufactured by Land Rover in Solihull, England. Land Rover's worldwide operations are wholly owned by Ford Motor Company, Dearborn, Michigan. For information about the Land Rover retailer nearest you, call 800-FIND-4WD or log on to http://www.LandRoverusa.com.

Vehicle specifications and features are subject to change. For the latest Land Rover pricing and product information, contact Land Rover North America Corporate Communications at (949) 341-5800. Land Rover-related press releases and electronic photos of the company's products are available on-line in the Land Rover section of Ford Motor Company's news media website (http://media.landrover.com).