2007 Range Rover Uses Natural Art for Launch

Press Release

Extraordinary Perspective

Land Rover today launches its marketing campaign for the 2007 Range Rover with 'Extraordinary Perspective' as its central theme.

This will be the third installment of Land Rover's highly successful "Designed for the Extraordinary" marketing campaign, which debuted in February 2006. The latest series of communications – which includes TV, print, outdoor and web creative – presents the idea of an elevated perspective that is showcased within the cabin of a 2007 Range Rover on California's central coast.

The premise revolves around inspiring pieces of art created in the sand on the beach at Point Conception, California. From sea level, these complex extraordinary works of art are virtually unnoticeable; however, from an elevated viewpoint, the sand art becomes strikingly apparent. Typically created with only a piece of wood found on the beach, a rake, and no measuring tools, the art resembles fluid, natural shapes and spans several hundred feet.

"The 'Designed for the Extraordinary' campaign has demonstrated each of our vehicles in unique and fascinating ways. In the first spot, Range Rover Sport drove beneath the city of Tokyo through spectacular underground aqueducts. In the second spot, LR3 successfully navigated a plane from Nice to Corsica. This third iteration of the campaign focuses less on a physical demonstration, and more on emotional aspects of beautiful scenery, stunning one-of-a-kind artwork and the ability of our flagship Range Rover to elevate your perspective and see things differently," said Sally Eastwood, vice president, marketing, Land Rover North America.

The Art

Sand art began in the late 1960s with a group of artists who found a limitless natural canvas in, among other things, sand. The California coastline lends itself to some of the most beautiful natural canvases for such artists. The canvas becomes a clean slate every day after the tides wash away the creations.

The Range Rover For 2007

Last year, the flagship Range Rover benefited from two new engine options, including a 400 bhp Supercharged V8. This year, a thoroughly redesigned cabin brings major gains in convenience, enhanced climate control, added comfort, and a refined interior appearance. Land Rover’s exclusive Terrain Response™ system, first introduced on the LR3 is now standard on all Range Rover models.

Land Rover North America's "Designed for the Extraordinary" marketing campaign showcases actual events, not dramatizations. The documented Range Rover event is the third chapter of a multi-phase campaign created in liaison with Young & Rubicam Brands, Land Rover North America's advertising agency.

In all, three pieces of sand art were created for the campaign. The campaign's primary communication methods will focus on TV, print and outdoor, complemented by a Land Rover microsite, accessible by visiting www.landroverusa.com. The microsite houses "behind-the-scenes" footage that shows the making of the advertisements as well as a virtual showroom experience that enables users to browse through the outstanding key features on the 2007 Range Rover.