LAND ROVER LAUNCHES NEW MARKETING CAMPAIGN TO CELEBRATE THE ARRIVAL OF THE ALL-NEW RANGE ROVER VELAR IN NORTH AMERICA
– Positioned between the Range Rover Evoque and Range Rover Sport, Range Rover Velar delivers new levels of refinement, elegance and technology to its segment
– New 30 second spot ‘Respect’ highlights the vehicle’s compelling design and unrivaled capability and can be viewed here
– Campaign includes a number of strategic lifestyle media partnerships with Condé Nast, Wall Street Journal, Cool Hunting and Robb Report
– Range Rover Velar to be integrated into the 18th annual New Yorker Festival, October 6–8 with a range of digital and on-site activations
– Range Rover Velar is on sale now in U.S. retailers; priced from $49,900(1)
Land Rover North America has today announced its newest marketing campaign to introduce the new 2018 Range Rover Velar in North America. The fourth member of the Range Rover family, the Range Rover Velar is a mid-size luxury SUV that delivers new levels of refinement, elegance and technology to the segment.
The marketing campaign features strategic media partnerships with The Wall Street Journal, Cool Hunting and Robb Report, which aligns with the Range Rover Velar vehicle’s target audience’s passion points, such as technology, design, style and business. In addition, Land Rover has partnered with Condé Nast for an integrated partnership that will forge an authentic connection between the Range Rover Velar and the publisher’s audience. Architectural Digest, GQ, WIRED and Vogue will create custom content highlighting the Range Rover Velar and the design trends that influenced the vehicle.
As part of the Condé Nast partnership, the Range Rover Velar will also be integrated into the 18th annual New Yorker Festival, October 6–8. The Range Rover Velar will be on display throughout the festival weekend at the Land Rover Theatre at SIR Stage37 and incorporated into video content which will be shared across The New Yorker digital channels.
“We’re excited to expand the Range Rover family with the introduction of the new Range Rover Velar,” said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. “The Range Rover Velar brings a new dimension of modernity, elegance and technology to the Range Rover line-up and this campaign reflects many of our target buyer’s passion points in unique and compelling ways.”
Already live on YouTube, the 30-second Range Rover Velar TVC will broadcast on major networks including Bloomberg, AMC, ESPN, Food Network and NFL Network, from mid-September. Both the 30-second TVC and a 60-second cut will air on Hulu as full episode player advertisements coinciding with fall season premieres.
Additional elements aim to bring mass reach to the campaign, including a placement on the CHASE Times Square Digital Board and mobile ad placements through Verve, a technology that uses first party location data to precisely target custom audiences.
Available now in the U.S. priced from $49,9001, the new 2018 Range Rover Velar delivers new levels of refinement, elegance and technology to the mid-size SUV segment, filling the white space between the Range Rover Evoque and Range Rover Sport. For more information about the Range Rover Velar, visit http://media.landrover.com/en-us.
(1) All prices shown are Manufacturer’s Suggested Retail Price. Excludes $995 destination/handling charge, tax, title, license, and retailer fees, all due at signing, and optional equipment. Listed $49,990 base MSRP applies to 2018 Range Rover Velar model. Retailer price, terms and vehicle availability may vary. See your local authorized Land Rover Retailer for details.
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About Land Rover
Founded in 1948, Land Rover designs, engineers, and manufactures its vehicles in the United Kingdom. For almost 70 years the brand has built a reputation for providing its clientele with some of the most luxurious and capable vehicles in the world; whether driving through the heart of the city or traversing the countryside on- and off-road. Today’s Land Rover lineup includes the Discovery and Discovery Sport; Range Rover, Range Rover Sport, Range Rover Velar and Range Rover Evoque. Land Rover is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information, visit the official Land Rover website at www.landroverusa.com.
About Jaguar Land Rover
Jaguar Land Rover is the UK’s largest automotive manufacturer, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-wheel-drive vehicles; and Jaguar, one of the world’s premier luxury sports sedan and sports car marques.
The company employs over 40,000 people globally, with 330 in the U.S. and supports around 275,000 more through our dealerships, suppliers and local businesses. Manufacturing is centered in the UK, with additional plants in China, Brazil, India and Slovakia.
At Jaguar Land Rover we are driven by a desire to create class-leading products that deliver great customer experiences. The largest investor in R&D in the UK manufacturing sector, we have invested £12 billion (USD$15.7 billion) in the last five years and in the current year alone will spend over £3.5 billion (USD$4.5 billion) on new product creation and capital expenditure. Last year Jaguar Land Rover sold over 583,000 vehicles in 136 countries, with nearly 80 percent of our vehicles produced in the UK being sold abroad.