Land Rover North America is playing up its new partnership with U.S. Ski & Snowboard with a creative campaign breaking today.
The campaign, from Spark44, is themed “Play Harder This Winter,” and is led by a 30-second brand commercial featuring Land Rover U.S. Alpine Ski Team member, and two-time Olympic gold medalist Mikaela Shiffrin.
In the spot, Shiffrin overcomes heavy winter snow in a Range Rover Sport to make it to the mountain.
Two product-focused spots feature freeskiers David Wise and Maggie Voisin, snowboarder Maddie Mastro, and Land Rover U.S. Alpine team members Bryce Bennett and Steven Nyman, alongside the Range Rover Sport, Land Rover Discovery, Discovery Sport and Range Rover Velar.
Each spot showcases key Land Rover vehicle features helpful for winter play, including Terrain Response Control (Range Rover Sport), Intelligent Seat Fold (Land Rover Discovery), Activity Key (Land Rover Discovery Sport), and heated and massaging seats (Range Rover Velar).
The campaign will run nationally throughout the winter season on broadcast, online video and social channels. The brand spot will appear across a mix of channels, and will run during National Football League games on CBS and Fox.
The multi-year partnership, inked in September, also names Land Rover as the title sponsor of the Land Rover U.S. Alpine Ski Team, the Land Rover U.S. Grand Prix series, and presenting sponsor of the “Visa Big Air Presented by Land Rover” events, which takes place at SunTrust Park in Atlanta, on Dec. 20-21.The campaign is “a first step to give increased visibility to these sensational athletes and celebrate how they work and play hard every winter,” says Kim McCullough, vice president of marketing, Jaguar Land Rover North America.
“Going forward as we jointly promote the team and the sport, a number of top U.S. team members will take part in brand events, custom content creation, advertising and social media integrations, and will, of course, have access to Land Rover vehicles,” McCullough told Marketing Daily in September.
The agreement also includes broadcast, social media and digital promotion rights, competition content creation, and email marketing campaigns with the U.S. Ski & Snowboard registered fan base. Land Rover branding will also be seen on the athlete uniforms and team gear, as well as be available to consumers through U.S. Ski & Snowboard and Land Rover official branded goods.
“In the United States, Land Rover will participate in two activities that are popular, index high with Land Rover customers, and align with the capability of the vehicles: mass interest winter sports like skiing and snowboarding and the very targeted spring to fall equestrian sports,” McCullough says. “This is in addition to our robust consumer test drive program, ‘Above and Beyond,’ with on-road and off-road test drives at events and auto shows.”