Land Rover launches guide

Craik Jones Watson Mitchell Voelkel launches a 100-page ’essential guide’ to 4x4 vehicles this week as part of a campaign for Land Rover that aims to position the Freelander model within the Land Rover brand.

Craik Jones Watson Mitchell Voelkel launches a 100-page ’essential

guide’ to 4x4 vehicles this week as part of a campaign for Land Rover

that aims to position the Freelander model within the Land Rover

brand.



The campaign comprises a box containing the guide and an accompanying

booklet which will be sent to all Land Rover dealers. Press inserts

offer respondents a free guide and the chance to win a Freelander for a

year.



With the exception of the chapter, ’the Land Rover perspective’, the

guide is not written as an advertisement.



The box and guide were created by Pamela Craik and Chris Jones, while

Steve Coelho and John Spinks were responsible for the press inserts.



Simon Kershaw, a director at Craik Jones, said: ’The essential guide is

an unusual marketing initiative - a complete book on choosing and using

a 4x4 vehicle.’



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