DIRECT NEWS: Craik Jones introduces Land Rover’s latest Discovery

The new Land Rover Discovery, due to be unveiled at next week’s Paris Motor Show, is being launched through a direct marketing campaign by Craik Jones.

The new Land Rover Discovery, due to be unveiled at next week’s

Paris Motor Show, is being launched through a direct marketing campaign

by Craik Jones.



The campaign, running in markets including South Africa, Australia,

Japan and across Europe, features a mailing containing a 12-page booklet

and a video showing the Discovery in action.



The creative approach uses the theme of the New Discovery Trek, an epic

18,900-mile, round-the-world test drive which will stop at the Paris

show on its final journey back to London. The cover of the booklet shows

three pictures of people in ethnic costumes and the line, ’So far,

they’re the only people to have seen New Discovery in action. You’ll

soon be the next.’



Inside, images of the vehicle crossing rough terrain carry lines such

as, ’Nothing could ever beat Discovery off-road. Except New

Discovery.’



The work was written by Simon Kershaw and art directed by Philip

Keevil.



Lisa Thomas, the new-business director at Craik Jones, said: ’The

state-of-the-art technology extends the vehicle’s off-road ability. Our

challenge was to bring these benefits alive in a way which was relevant

and exciting in order to encourage customers to get behind the

wheel.’



The launch communication, which goes out to 40,000 existing customers

and qualified prospects in the UK, will be followed up by launch events

and test drive invitations.



A national TV and press campaign for New Discovery will break in January

1999 through WCRS.



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