Land Rover Defender relaunch faucets into music for way of life push

Music and out of doors sports activities are the tentpoles of a life-style effort that may assist the brand new 2020 Land Rover Defender, which is making its North American debut on the 2019 Los Angeles Auto Present.

Singer John Mayer will carry out on the launch occasion November 19 in Los Angeles. His function with the model will lengthen past the launch as he’s set to look at a sequence of nationwide parks subsequent spring for a content material marketing campaign that may coincide with the posh SUV’s look in dealerships.

Land Rover’s advertising and marketing plans for Defender additionally embrace a music competition within the Coachella Valley in January. The 4xFar competition, January 18-19 on the Empire Grand Oasis compound in Coachella Valley, CA, will function appearances by Anderson Paak, Mark Ronson, Q-Tip, Sofi Tukker and others. 

Out of doors actions shall be curated by Outdoors journal. There shall be bouldering, mountaineering, mountain biking, ax throwing and fly fishing. When festival-goers are prepared to sit down down and loosen up, they’ll attend an out of doors mixology demonstration. 

Tying in additional instantly with the Land Rover Defender itself, Out of doors consultants will present attendees easy methods to pack a car for off-roading and depart a distant campsite with out leaving a hint.

“The festival concept is very compelling,” mentioned Michael Curmi, model advertising and marketing expertise director at Jaguar Land Rover North America. “We see more and more people spending their time at a festival that brings together music, food and other activities.” 

Along with out of doors sports activities, Land Rover will entertain 4xFar friends with present leaping demonstrations, a nod to the nameplate’s British pedigree. Acres of land on the Empire Grand Oasis shall be arrange for off-roading, giving competition friends an early alternative to test-drive the Defender.

In keeping with a Nielsen Music report, music festivals achieved the biggest features in attendance in 2017, particularly amongst millennials and Hispanics. 

As for John Mayer, whereas he won’t be acting at 4xFar, he shall be touring among the nationwide parks within the spring, making a customized content material package deal. Mayer syncs up properly as a Land Rover Defender endorser, as he’s a longtime proprietor and spends a lot of his time at his place in Montana.

“It’s been a 20-year hiatus since we last sold the Defender in the United States,” mentioned Curmi. “The nameplate instills tons of emotion in people. People think of it fondly and are really anticipating it coming back.”

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