Land Rover enlists Pixie Lott and 200 tonnes of snow for #hibernot campaign

Land Rover is continuing its #hibernot campaign to encourage people to make the most of winter, but is shifting its focus from TV to events and digital for 2015.

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The reprisal of the #hibernot campaign, which aims to get people out and about during the colder months, kicked off this weekend (Saturday 10 January) as the auto brand created a sledge experience using real snow in London.

Land Rover used 200 tonnes of real snow to recreate a slope alongside Alexandra Palace in North London and invited popstar Pixie Lott to open the event.

It is the second year Land Rover has run the #hibernot campaign with much of its 2014 activity focused on a TV campaign. The event is part of shift in focus for 2015 to experiences and creating content for its digital and social channels.

Land Rover has created a #Hibernot website which it hopes will be a resource for families wanting to find fun things to do in the winter months.

As well as pointing families to fun things to do, Land Rover will be hosting more events itself during the winter months, including a winter barbeque in Yorkshire.

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, what better way to start the New Year with some outdoor snow fun!"

Brand: Land Rover

Agency: RKCR/Y&R

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