In pictures: Pixie Lott launches Land Rover's Hibernot snow day

Visitors to London's Alexandra Palace were treated to a surprise, overnight snow flurry and a visit by singer Pixie Lott, as part of Land Rover's latest experiential stunt on Saturday (10 January).


The Land Rover Hibernot snow day welcomed members of the public to enjoy a one-off, pop-up winter wonderland at Alexandra Palace Park between 9am and 2pm. Guests were able to slide down a snowy hill on inflatable, branded rubber rings, and then warm up by a fire pit and enjoy toasted marshmallows, hot chocolate and mini doughnuts.

Lott, who also appeared on the latest series of BBC One’s Strictly Come Dancing last year, was the first to test out the rubber rings on the snowy landscape.

The automotive brand also created an area where attendees could race mini, remote-controlled vehicles on a downscaled course involving rocky terrain, rickety bridges and sharp corners to test their driving skills.

The pop-up snowy wonderland was created as part of Land Rover UK’s winter Hibernot campaign, aimed at encouraging Brits to embrace the great outdoors. An online Hibernot hub has been created as part of the activity and features more than 300 recommended activities all over the UK for people to enjoy and explore.

The Hibernot live activation at Alexandra Palace was created by The Event Business on behalf of the brand.

Laura Schwab, Land Rover marketing director, 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."

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