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
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
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.’