Land Rover launches international marketing promotion
The big news from UK luxury car manufacturer Land Rover is the launch of its biggest ever global marketing promotion, which will be a celebration of adventure, champion drivers, model diversity and adaptability to any type of terrain.
With the appointment of new global marketing communications director Dominic Chambers at the beginning of the year, Land Rover is showing that it is committed to gaining a high profile not only in established market places but also in new ones. The luxury car market is very competitive, with companies such as BMW, Audi and Mercedes all competing for the international top slot for unit sales.
The promotion will begin in China and includes a TV advertisement that runs for 1.19 minutes; after the Chinese launch, the campaign will be rolled out for the world to see.It has been no small feat to bring the Y&R-developed advert to the screen, as it features a lot of action in the space of just over a minute. There are several locations, including London, Los Angeles and the Andes in Chile, and the aim is to get everyone to see just how versatile Land Rover cars are and that they can go "above and beyond". There is also an online and print promotion showing the "varied lives and uses of each and every Land Rover". Speaking about the exciting new advertising plan, Mr Chambers said: "The commercial captures the unique breadth of capability that is in the DNA of every Land Rover and the potential for our drivers to make more of their world."