Land Rover has kicked off its winter 2014 Hibernot campaign with a radio ad featuring brand ambassadors Bear Grylls, Sir Ranulph Fiennes, Phil Spencer and Julia Bradbury.
The campaign also includes experiential, social and PR activations, with a focus on celebrating those Brits who relish the winter months, rather than hibernating inside.
A website has also been created as part of the campaign, launching with over 200 activities that are set to take place in Britain this winter, including trails, walks and activities perfect for a family day out whatever the weather.
Land Rover marketing director Laura Schwab said: "Land Rover is synonymous with family adventure and this year we're taking Hibernot to the next level. With a whole host of new, fun and exhilarating activities and ideas, were calling on the great British public to pull on their wellies and embrace a spirit that says 'wintertime can be full of excitement and possibility, let's grab it with both hands and have some fun’."
The brand ambassadors will encourage their followers on social platforms to adopt a 'get out there' spirit by using the hashtag #Hibernot.
Hibernot has been developed and implemented by RKCR/Y&R, Lean Mean Fighting Machine, Mindshare, The Event Business, FastTrack and The Brooklyn Brothers.