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.
