Mid December saw Land Rover North America debut a new brand and product campaign, called ‘Play Harder This Winter,’ which highlights the automotive manufacturer’s sponsorship of the USA Ski & Snowboard national team.
The campaign is spearheaded by a 30-second brand film, accompanied by 30- and 15-second product spots, which all feature several of the stars of the US Ski & Snowboard team and which seek to showcase how Land Rover vehicles are ideal for those who love to be outside during the winter.
The campaign opened with a hero brand commercial featuring Land Rover US Alpine Ski Team member and two-time Olympic gold medalist Mikaela Shiffrin which sees her overcome heavy winter snow easily in a Range Rover Sport to train daily in the mountains.
The hero commercial runs across a mix of channels: from national television on CBS and Fox during NFL games to Land Rover’s own digital and social platforms.
The core film is supported by additional social spots featuring freeskiers David Wise and Maggie Voisin, snowboarder Maddie Mastro, and Land Rover US Alpine team members Bryce Bennett and Steven Nyman, alongside the Range Rover Sport, Land Rover Discovery, Discovery Sport and Range Rover Velar.
Each of these spots showcases specific Land Rover vehicle features which are useful for winter play: including Terrain Response Control (Range Rover Sport), Intelligent Seat Fold (Land Rover Discovery), Activity Key (Discovery Sport), and heated and massaging seats (Range Rover Velar).
Comment:
Land Rover was unveiled as the Official Vehicle Partner of US Ski and Snowboard in the September 2019: a team for around 200 national team athletes and which represents 80% of Team USA’s gold medals during the PyeongChang 2018 and Sochi 2014 Olympic Winter Games.
This year, US Ski & Snowboard athletes will participate in more than 200 competitions globally, including 35 events in the United States.
As part of the sponsorship agreement, Land Rover will support 10 US Ski & Snowboard athlete ambassadors including Olympic gold medalists and World Champions.
The multi-year partnership also names Land Rover as the title sponsor of the Land Rover US Alpine Ski Team, the Land Rover US 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 20-21 December.
Links:
Land Rover
https://www.youtube.com/user/landroverusa
https://twitter.com/landroverusa
https://www.facebook.com/landrover
https://www.instagram.com/landroverusa
Spark44
Leave a comment
You must be logged in to post a comment.