Land Rover is launching a campaign to introduce its Range Rover Velar to North America.
The mid-size luxury SUV, from $49,000, is the fourth member of the Range Rover lineup and is positioned between the Range Rover Evoque and Range Rover Sport.
A 30-second spot, “Respect,” highlights the vehicle’s design and capability. It will be broadcast on major networks including Bloomberg, AMC, ESPN, Food Network and NFL Network, from mid-September. Both the 30-second spot and a 60-second cut will air on Hulu as full episode player advertisements coinciding with fall season premieres.
The campaign also features strategic media partnerships with The Wall Street Journal, Cool Hunting and Robb Report, which aligns with the Range Rover Velar vehicle’s target audience’s passion points, such as technology, design, style and business.
In addition, Land Rover has partnered with Condé Nast for an integrated partnership that will forge a connection between the Range Rover Velar and the publisher’s audience. Architectural Digest, GQ, WIRED and Vogue will create custom content highlighting the Range Rover Velar and the design trends that influenced the vehicle.
As part of the Condé Nast partnership, the Range Rover Velar will also be integrated into the 18th annual New Yorker Festival, Oct. 6 – 8. The Range Rover Velar will be on display throughout the festival weekend at the Land Rover Theatre at SIR Stage37 and incorporated into video content which will be shared across The New Yorker digital channels.
Additional elements aim to bring mass reach to the campaign, including a placement on the Chase Times Square Digital Board and mobile ad placements through Verve, a technology that uses first party location data to precisely target custom audiences.