First-ever digital-led promotion for Land Rover
It has been customary for iconic car manufacturer Land Rover to debut a new car at one of its own events or one of the many high-profile motor shows around the world; however, the new Discovery Sport was unveiled in an online film alongside adventure seekers Sir Ranulph Fiennes, Bear Grylls and Richard Branson.
The promotion of the new vehicle is set to continue online, with viewers being asked to create their own short 30-second video or image showing their sense of free spirit and adventure. The company will look at all the entries and the winner and three friends will get places on one of the first commercial space trips as part of the company's long-term relationship with Virgin Galactic.
Land Rover's global director of PR, Gabi Whitfield, said the company was moving towards using digital marketing in a bid to target consumers who use the internet to research vehicles before committing themselves to purchase. She added that with the Discovery Sport being the first in a line of 50 new models to be introduced over the next five years, it was the right time to "break conventions".
Land Rover is hoping that this focus on digital and social platforms can introduce new consumers to the brand and build a rapport with people who may never have considered buying one of its vehicles before.