This week, Land Rover North America launched its marketing campaign to introduce the new 2017 Land Rover Discovery, the brand’s most versatile and capable SUV. Led by the 30-second television commercial featuring the Land Rover Ben Ainslie Racing (BAR) sailing team, the U.S. campaign includes interactive media partnerships with The New York Times, Travel Channel and CNN’s “Anthony Bourdain Parts Unknown,” as well as experiential and influencer activities.
Before taking part in the 35th America’s Cup competition in Bermuda next month, the Land Rover BAR sailing team took on a different adventure, filming the new Discovery television commercial, ‘Serenity in the Storm’. Sir Ben Ainslie and his six-strong crew traveled from desert sand dunes to the sea and utilized the vehicle’s Intelligent Seat Fold technology(2) to configure their seating through a dedicated smartphone app. The classical song ‘The Blue Danube Waltz’ highlights the contrast of the harsh desert storm against the calm interior of the new Discovery. The 30-second spot is currently being broadcast on major networks including CNN, ESPN, Discovery Channel, National Geographic, The Weather Channel and HGTV.
It was a great opportunity to work with Land Rover, especially for the launch of the Discovery, which is a fantastic vehicle inside and out. I loved the idea of capturing the camaraderie between Ben Ainslie and his sailing crew in the midst of an epic sandstorm.
— Director of the television commercial, Jake Scott
After a record-breaking sales year for Land Rover North America in 2016, we’re excited to now expand the vehicle line-up with the addition of the new Discovery. With seating for up to seven full-sized adults, the Discovery is the perfect vehicle for our active consumer, whether it’s a family taking a road trip for the holidays or a group of friends on a weekend adventure.
— Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America
Land Rover has secured strategic media partnerships that align with the target audience’s passion areas. In collaboration with The New York Times and the Travel Channel, consumers will join adventurer Josh Gates on a “Live Journey” of exploration in the Discovery through immersive technologies including live video, social connections, and 360-degree video. In addition, Land Rover partnered with CNN and the network’s Emmy award-winning original series “Anthony Bourdain Parts Unknown” across television and digital properties. As part of the partnership, Land Rover is the exclusive launch sponsor of “Explore Parts Unknown,” a new mobile-first immersive guide including original stories and video inspired by the show, as well as the new digital video series that features Bourdain exploring the city and countryside of Catalonia, Spain from behind the wheel of the new Discovery.
The new Discovery will also take center stage at upcoming Land Rover events across the country, with the first activation this weekend at the Rolex Kentucky Three-Day Event. Embedding the Discovery into the Equine lifestyle, the vehicle will be featured in the “Ultimate Stable” surrounded by other essential items for the avid horse rider.
Available in the U.S. this May, the new 2017 Land Rover Discovery is the perfect choice for today’s active consumers who need vehicles that make their lives easier and more enjoyable. The 2017 Land Rover Discovery is available in four models: SE, HSE, HSE Luxury and First Edition and starts at $49,990.
Note: Press release courtesy of Land Rover USA.