A customized Defender is driving cross-country to
promote the cause of children’s literacy.
Jaguar Land Rover's Defender 110 vehicle. in a specially designed livery, will tow a trailer full of 14,000 children’s books from
the headquarters of JLR North America in Mahwah, New Jersey, to the Destination Defender Adventure Festival in Temecula, California.
The 18-day Book Trek (Oct. 27- Nov. 14), will stop at
14 Defender retailers across the country, ranging from Parsipanny, New Jersey through locations in the south, Texas and Arizona, ending with a final donation to the Boys and Girls Club of
Temecula at the Destination Defender Adventure Festival. This event lets Defender enthusiasts conquer an off-road driving course, see unique vehicle displays, and enjoy live music and
entertainment.
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Each retailer will distribute approximately 2,500 children’s books to worthy local charities, ensuring that children in underserved communities across the U.S
have access to essential reading materials that help put students on a path for future success.
To publicize the effort, JLR is teaming up with the 14 Defender retail partners to reach
audiences in the cities where the Defender Book Trek is stopping.
“At Defender, every journey is driven with purpose. The Defender Book Trek is more than a cross-country
drive—it’s an opportunity to partner with our Defender retailers in a movement to empower young minds in communities that need it most,” said Sam Allen, U.S. Brand Director, Defender
and Discovery, in a statement emailed to Marketing Daily. “By delivering books and sharing our passion for adventure, we’re helping to open new worlds of possibility for thousands
of children across America.”