Land Rover is returning for its second year as the title sponsor of the Kentucky Three-Day Event, an equestrian competition.
The event, presented by Mars Equestrian, will occur April 25-28 at the Kentucky Horse Park in Lexington, Ky. The winner will receive a 12-month lease of a 2019 Land Rover Discovery along with a split of the $400,000 in prize money.
Land Rover is also planning a full program of experiential customer activations including off-road driving experiences for all ages.
The "Start Off-Road" teen-driving experience aims to introduce young adults to the enjoyment of driving, while also reinforcing road safety and awareness. Teenage guests ages 14 years or older will have the opportunity to drive either a Land Rover Discovery Sport or Range Rover Evoque on a multiterrain track under the watchful eyes of a Land Rover Driving Instructor.
The adult off-road experience will allow attendees to test-drive various full-size and midsize Land Rover vehicles on off-road terrain.
With the “Junior Drive Experience,” children aged 4-10 can navigate a specially designed course in mini electric cars, scaled down from the original Land Rover Series I vehicle.
Land Rover has a long-standing relationship with the equestrian community, says Kim McCullough, vice president of marketing, Jaguar Land Rover North America, LLC.
“The [event] allows us to strengthen our relationship with a customer demographic that aligns with our core customer target,” McCullough tells Marketing Daily.
The company will also bring back its “Ultimate Stable Experience,” which, along with an array of equestrian apparel and equipment, aims to educate visitors on the factors that make each Land Rover model distinct. This year's display is the new 2020 Range Rover Evoque.
The “Land Rover Tailgate Experience” will also be back this year. Participants compete to create their most inspired vision of a British tailgate. The winning participants are awarded an exclusive 2019 ticket package and tailgate spots.
“The Rover Lounge” will provides a sanctuary for canine visitors, where they can find treats and fresh water.
The event will be broadcast on NBC on May 5 at 2 p.m. and again on NBCSN on June 23 at 1 p.m. The USEF Network will live-stream the competition daily.