The London office of Brooklyn Brothers, a New York-based independent, has been tapped by Land Rover to craft a multidimensional campaign touting the launch of the small Range Rover LRX.
"Work will begin immediately in prep for official unveiling of the new car later in the year and the launch, which is expected in early 2011," according to an agency representative with key elements including "social media [and] social relationship marketing," along with more traditional PR and digital outreach.
The broader goal is to create fans of the new car before its launch and encourage volume pre-orders, according to an agency representative.
Spending for the launch was not disclosed. All told, Land Rover spent $31 million in domestic measured media in 2009, about half what it spent the year before, per Nielsen.
WPP Group's Young & Rubicam is the lead agency for Land Rover.
Tata Motors of India owns Land Rover, having bought that brand, along with Jaguar, from Ford two years ago in a deal worth $2.3 billion.