NEW YORK Land Rover in mid-April will launch an integrated campaign from Young & Rubicam Brands, tied to the all-terrain vehicle’s 60th anniversary.
On Wednesday, Ford announced that it would be selling both Land Rover and Jaguar to Tata Motors for $2.7 billion. That transaction, which will not be completed until the second quarter of 2008, is not expected to affect the Land Rover campaign.
The campaign is comprises print, out of home, TV and interactive. Print and out of home will break in mid-April while interactive and TV are still be finalized.
One of the things Land Rover plans to do is harness the power of actual Land Rover owners and drivers for TV and interactive by incorporating real-life footage. While details are still being worked out, one example could be footage from YouTube being put into either TV or viral spots. Another could be using film shot by the Balkan Aid Relief Foundation, which is made up of Land Rover owners who ferry needed supplies to the Balkans.
“For a creative person there’s content galore out there,” said Miles Turpin, cd, Y&R. “These reality-based stories are the real thing. There’s a lot of fantasy in the off-road world.”
Print ads carry the same theme and show Land Rovers in extreme conditions. One, highlighting Wong How Man, an explorer, shows a Land Rover driving through a dense jungle with the copy “There’s only one way to find out if your vaccinations really work.’
“It was time to remind ourselves, and our consumers, what we stand for. We’ve collected a range of extraordinary stories in our 60 years,” said Finbar McFall, vp, marketing, Land Rover North America, Irvine, Calif. “We’re a story brand, so let’s tell some stories.”