DIRECT NEWS: Land Rover targets adventurous spirit with brochure offer

Land Rover is tempting its existing customers with glamorous adventure holidays in a glossy mailing designed by Craik Jones Watson Mitchell Voelkel.

Land Rover is tempting its existing customers with glamorous

adventure holidays in a glossy mailing designed by Craik Jones Watson

Mitchell Voelkel.



The brochure, entitled ’Adventures - the Land Rover book of off-road

driving and special events’, will be distributed to 30,000 Range Rover

and Discovery customers in 44 countries. It has been translated into

French, Spanish, Portuguese and Japanese.



Holidays featured in ’Adventures’ include a nine-day expedition in

Morocco entitled ’crossing the Atlas’, five nights in the Alps from

France to Italy called ’Hannibal’s trail’ and summer events at the

English stately homes, Gatcombe and Burghley. The first expedition to

Jordan leaves in early June.



Two pages of the magazine are devoted to each holiday, with spectacular

photographs of the destinations.



A letter accompanying the brochure reads: ’All over the world, the name

of Land Rover stands for adventure, individualism and authenticity. And

for all the reasons you choose to drive one of our vehicles, fellow Land

Rover owners on every continent feel the same as you do. It’s like a

club where the membership criteria are a love of life, an adventurous

spirit and a refusal to accept second best.’



It continues: ’This is the spirit of Adventures, a collection of

off-road driving opportunities and special events planned exclusively

for Land Rover customers ...’



Craik Jones plans to mail ’Adventures’ annually. A spokesperson said:

’This is not another loyalty magazine. It enhances the ownership

experience and we plan it to be a permanent feature.’



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