Land Rover has recently announced that they are launching a new campaign in the United States based around partnering with photographers across the country! This campaign is devoted towards targeting a more urban demographic. The main cities being looked at include Miami, San Francisco, New York City, Los Angeles, and Chicago. Land Rover has centered this campaign around the Range Rover Evoque, and thanks to a consumer base that has shifted in the entry-level SUV segment, women have become the main target. In just the past three years, the Evoque has created a consumer base of 62% women.
One of the main partnerships for this campaign is COOL HUNTING. This organization partners with local photographers to examine refinement in terms of their hometown and the Range Rover Evoque. The selected photographers will work hard in creating ‘A Refined Point of View’, which will show the Evoque through their eyes. In this small way, Land Rover is working hard in making sure that their targeted audience is being seen and heard through the marketing that takes place in selling the care. By going to local photographers, they are not only further exhibiting the people they want to buy their vehicles, but they are representing the lives of their consumer base.
In terms of major city marketing, anyone in Chicago will see a Range Rover Evoque on top of an ‘L’ train entrance during the spring. Those in New York City will be having a takeover of the Oculus building, and anyone in Los Angeles will be able to enjoy a custom painted mural on the side of Hotel Figueroa at the end of the summer. These small touches are being made to further integrate the Range Rover Evoque into the world of future buyers, and a way to integrate marketing with the very people that Land Rover wants to sell their products to.
While visually Land Rover has things covered, Land Rover of North Dade (FL) says they are also working on upping their game big time when it comes to audio. They have accomplished this thanks to a partnership with Master & Dynamic, which will be creating exclusive MW07 Wireless Earphones that will be offered whenever someone early reserves a Range Rover Evoque. Each of these earphones has been inspired by the different launch colors available with the Range Rover Evoque, along with featuring a unique grille pattern. You’ll be able to connect these earphones with Bluetooth, and they come with a polished stainless-steel wireless charging case.
“Live for the City” is an experience that Land Rover is creating in order to make sure that they can easily combine the refinement of the Range Rover Evoque with some of the main cities in the United States.
