Land Rover Experience Campaign Overview Objectives Increase Land Rover brand and all-range products’ familiarity Create explosive buzz and warm-up for the opening of the new Experience Centre in China Events Trips to five Global Experience Centres Time: from Jul to Aug Locations: UK: Gaydon US: California Spain: Les Comes Austria: Teesdorf Media: 50 pax in total Campaign Concept Gaydon, UK + Theme: “艳”遇路虎 —— 路虎全球猎“验”之旅 Romance with Land Rover – Land Rover Global Experience Tour 4 experience centres, 4 unique cities, with all Land Rover nameplates, to experience Land Rover Spirits Fashion, London Presence Camel, US Leisure, California Worldly Teesdorf, AU Elegance, Salzburg Composed Les Comes, ESP Enthusiasm, Barcelona Passionate Strategies Land Rover’s brand appeal will be communicated through products experience in Experience Centres and cultural exploration in different countries Land Rover products’ unparalleled off-road and on- road capabilities will be displayed through products experience in Experience Centres and tours in respective cities Interview with local Mr./Ms. Land Rover, who are LR owners with LR’s spirit and characters, to talk about their stories with Land Rover Each Land Rover nameplate’s unique image and characteristics will be presented through feature activities in each country For each overseas experience trip Overseas Tour Communications Roadmap High-end mainstream auto, lifestyle and tourism magazines Music TV Watch bull fighting Watch Barcelona FC’s game STRATEGIES MEDIA TACTICS Join the Salzburg Festival for classical music Jan. Oct. Jul. Austria Composed Spain Passionate THEME Apr. Jul. Play golf and tennis Relax in the resort US Worldly Visit LR Gaydon factory Join London Fashion Week UK Presence Male lifestyle print media Mainstream auto and tourism print media Sports print media Business and financial print media for executive interviews High-end fashion media Mainstream auto, lifestyle and tourism print and online media Golf magazine, high- end tourism and lifestyle magazines Mainstream auto print and online media Products’ experience in Experience Centres Mr. Land Rover interview City tours and cultural exploration One TV will report the entire campaign New EC starts construction in China New China EC Opening Ceremony 。。。。。。以上简介无排版格式，详细内容请下载查看