Land Rover has handed its below-the-line agency, Craik Jones, and
Redwood Publishing the brief to produce a contract magazine.
Julian Whitehead, Land Rover’s marketing communications manager, picked
the Omnicom-owned partnership for the work after the two businesses
pitched against another agency and publisher alliance.
The new magazine will be printed on high-quality paper and will probably
take a square format.
It has a working title of Land Rover Journal, but an official name will
be confirmed later this year, ahead of its February 1999 launch.
Lisa Thomas, a director at Craik Jones, said the focus would be on using
the magazine to ’lift the brand’.
’It is to do with our understanding of the brand in relationship
marketing terms and Redwood’s understanding of contract publishing,’ she
The publication will have a 200,000 print run - 105,000 copies for the
existing customer base with the remainder earmarked for prospects.