Communicator of the Week: Land Rover
10th October 2017
What are brands looking for today with their PR? Clickable, shareable content blended with some traditional media coverage would be a starting point. Content that truly differentiates the brand and highlights the brand's point of difference while also bringing to life the core brand values are likely to be included in the brief.
One of the nicest bits of communication I've seen for a while caught my eye this week. It made me smile, kept my attention and had me hoping for a lottery win in equal measure.
Land Rover has come a long way since the days when it's 4x4s were the vehicle of choice for Welsh sheep farmers and the British Army. Now a globally recognised aspirational brand and a British export success story. On any given day if travelling on the motorway network heading to the south coast you'll see hundreds of cars being transported to Southampton docks.
One way brands elevate themselves above mere luxury is to offer a bespoke experience. Land Rover do this with their Special Vehicle Operations team who will design and pimp your Land Rover, Range Rover or Jaguar to meet your exacting standards of wildest dreams.
To highlight this but also to deliver pretty spectacular PR results Land Rover enlisted the help of chef Jamie Oliver to produce a Land Rover Discovery that includes a mobile kitchen complete with a rotisserie, slow cooker, toaster and 40 inch TV to keep the family entertained while Jamie cooks their food.
Land Rover secured huge coverage from Hello to the Mirror via a vast range of car media. Messages were landed, images went viral and the idea that the Land Rover Discovery is the ultimate family car was hammered home. All this makes Land Rover my Communicator of the Week.
Communicator of the Week is written by Edward Staite.