Marketing campaign for 2014 Range Rover Sport launched

Article by Anita Panait, on September 9, 2013

Land Rover North America has disclosed details of the global advertising and marketing campaign for its all-new 2014 Range Rover Sport. The campaign is themed “Driven to Another Level,” emphasizing the 2014 Range Rover Sport’s attributes as well as its target customers’ personality. The second-generation Range Rover Sport had its global debut at 2013 New York International Auto Show, as the city is the vehicle’s top global market.

The 2014 Range Rover Sport completes the newly redesigned Range Rover line up, along with the Range Rover Evoque and Range Rover. The Range Rover Sport is Land Rover’s best-selling vehicle in the United States, helping the brand gain 15 percent in 2012 and 14 percent in the first eight months of 2013.

Land Rover first launched the Range Rover Sport in 2005, and has sold over 120,000 of them in North America since. Land Rover North America’s multi-channel marketing campaign will span across TV, print and digital, as well as a number of non-traditional brand partnerships.

The company tapped Y&R/Wunderman for the creative positioning and Mindshare for media planning and buying. The commercial for the all-new Range Rover Sport recently went on air during Premier League soccer on NBC Sports. The commercial spot re-creates the feat the Range Rover Sport achieved when it set the world record for a production-standard sport utility vehicle on the Pikes Peak International Hill Climb course in June.

British carmaker Land Rover posted a 32-percent surge in sales in the United States in August, greatly boosted by the strong demand for the newly launched Range Rover, Range Rover Sport and Range Rover Evoque. It was also the best August sales for Land Rover in the US ever.

Leading the charge was the 2014 Range Rover Sport, which is regarded as the carmaker’s fastest, most responsive and agile car to be offered in the US. It offers exceptional capabilities for on- and off-road performance as well as outstanding blend of sport and luxury.

The technologically advanced Range Rover Sport boasts of a high-strength aluminum unibody architecture that allowed it to become around 800 lbs lighter – rendering it capable of blending sporting luxury with engaging driving experience.

Both the exterior and the interior of the Range Rover Sport feature exceptional specifications and luxurious features. Additionally, customers could avail of the optional 5+2 third row seating. Interested buyers can avail of the new 2014 Range Rover Sport at dealers near them with a starting price of $63,495.

Press Release

Land Rover Unveils Marketing Campaign To Launch All-New 2014 Range Rover Sport

Today, Land Rover North America announced the details of the global advertising and marketing campaign for the all-new 2014 Range Rover Sport, the fastest, most agile and responsive Land Rover vehicle ever. The campaign theme, "Driven to Another Level," underscores the car's attributes and captures the personality of the brand's target customer for the fully redesigned Range Rover Sport.

The all-new Range Rover Sport was first revealed to the world at the 2013 New York International Auto Show -- New York being the number one market in the world for Range Rover Sport -- and completes the newly redesigned Range Rover line up that started with the Range Rover Evoque and then Range Rover. The Range Rover Sport is the top-selling Land Rover vehicle in the U.S. and fuels the brand's steady momentum, including a 15 percent boost in sales in 2012 and a 14 percent lift, year-to-date. The all-new 2014 model is only the second generation of the vehicle since its launch in 2005. In those eight years, 120,000 Range Rover Sport vehicles have been sold in North America.

"The all-new 2014 Range Rover Sport is a hallmark Land Rover representing true breadth of capability with incredible on-road and off-road handling and performance," said Kim McCullough, Brand Vice President, Land Rover North America. "We developed a campaign that lives up to this remarkable car, with creative that communicates its unique attributes and media properties that connect with our core customer who is as capable and driven as the Range Rover Sport itself."

The multi-channel campaign will incorporate creative elements across television, print and digital, along with several non-traditional brand partnerships. Y&R/Wunderman was responsible for the creative positioning, while Mindshare managed the media planning and buying.

The commercial for the all-new Range Rover Sport aired earlier this week during Premier League soccer, the English football league shown exclusively on NBC Sports. The spot re-creates the real-life feat the car achieved when it set the world record for a production-standard Sport Utility Vehicle on the Pikes Peak International Hill Climb course on June 6.

Subsequently, many campaign components are digitally-focused, including: interactive web banner ads that enable a consumer to activate a Range Rover Sport driving experience on their mobile device; rich media ads that bring multiple aspects of the car to life, from its "capable" driving experience, to its signature interior; and, an interactive digital gaming component -- "Race the Sun" -- that puts the user in the driver seat to put the Range Rover Sport through its paces in five different scenarios to showcase the breadth of capability, both on and off road. Race the Sun features game components to test speed, agility and off- road handling, and you can explore the interior and exterior in an immersive 360 experience.

Other campaign highlights include:

  • A 5-page, high-impact interactive print spread featuring image recognition technology that enables readers to wave their mobile device over the creative, activating it, to "feel," "see," and "hear" more about the new Range Rover Sport. Creative will run in November issues of Wired,EsquireandCar & Driver
  • Presenting sponsor of "The Live Climb" which follows Alex Honnold as he attempts the first ever solo free climb of an urban skyscraper airing onNational Geographic Channel
  • Sponsorship ofMen's JournalOriginal Video Series, "The Driven" telling the story of innovators and adventure seekers as they focus on their next achievement
  • Land Rover recently announced U.S. sales for the month of August. Closing out the month, the brand saw an increase of 32 percent driven by extremely strong results for the newly launched Range Rover, Range Rover Sport and Range Rover Evoque; making it the best August sales month ever.

The all-new 2014 Range Rover Sport is Land Rover's fastest, most responsive and agile car to ever hit the market. It's capabilities for on and off-road terrain is unlike any other car of its kind and provides drivers with the ideal balance of sport and luxury. It features an all-new high strength aluminum unibody architecture to achieve a weight savings of approximately 800lbs for a unique mix of sporting luxury and a dynamic, engaging driving experience. The technologically advanced Range Rover Sport presents an assertive and muscular exterior, luxurious interior, and the practical flexibility provided by the option of 5+2 third row seating. The all-new 2014 Range Rover Sport is in showrooms now and starts at $63,495*.

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