Off-Road 'Sport Tourer' Hits City Streets

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NEW YORK Land Rover is heading for the urban frontier in promoting the Range Rover Sport, a new 300-plus horsepower vehicle built on a sport-wagon platform.

The campaign for the vehicle, via WPP Group’s Young & Rubicam Brands, Irvine, Calif., includes a variety of pre-launch teasers [Adweek Online, June 16].

The efforts on behalf of the vehicle the company calls a “sport tourer” will “challenge consumer perceptions,” said Andrew Polsinelli, communications manager of the Irvine-based Land Rover, part of Ford’s Premier Auto Group.

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