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By The Drum Team | Editorial

August 29, 2012 | 1 min read

An exclusive brand campaign for Land Rover is to premier today during Channel 4’s opening day coverage of the Paralympics.

The 60 second TV campaign, created by Y&R with media planning by Mindshare, will run throughout the Games, and will be supported through VOD on 4OD and across, PC, tablet, iPhone, consoles and Virgin TV, featuring the 30 second version, until 9 September.

The longer version will then continue to run beyond the games, targeting first-run dramas and documentaries on C4.

Laura Schwab, marketing director at Land Rover said, “The campaign marks the beginning of an exciting new journey for the Land Rover brand and signals our progression towards our future vision to be the world's SUV brand of choice for today and tomorrow.”

Alistair Green, head of strategy at Mindshare, added; “This is the first in an upcoming series of activities to take one of Britain’s most iconic brands and make it a modern, market-leading superbrand. The Paralympics is a great example of individuals performing Above and Beyond, chiming with Land Rover’s newly launched endline.”

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