LAND ROVER RELEASES FIRST EVER EXPLORATION DRIVING APP FOR ALL-NEW RANGE ROVER
• The Trail Less Traveled app is available now on Apple’s iTunes for iPhone and iPad
• App enables consumers to explore the most capable, most refined Range Rover ever, inside and out, through an eight-stage interactive journey from four synced camera angles
(MAHWAH, NJ) – May 2, 2013 – /PRNewswire/ – Today, Land Rover North America announced the release of the brand’s first ever app designed to showcase the fourth generation Range Rover vehicle. The Trail Less Traveled app, available now on iTunes.com, enables users to take a journey with the Range Rover vehicle, explore its robust on-road and off-road capabilities and experience the numerous interior and exterior refinements that make the vehicle the most capable and refined Range Rover ever.
“For over 65 years, Land Rover has been a pioneer in the auto industry by exploring new ways to help take people places in a way that other vehicles simply cannot. The Trail Less Traveled app is meant to showcase this spirit that is inherent to our brand,” said Kim McCullough, Brand Vice President of Land Rover North America. “Moreover, the app is a tool that we know will resonate with our owners and enthusiasts as they are tech-savvy and intensively active social-media users.”
Robust on-road and off-road capabilities, combined with a collection of interior and exterior refinements, help differentiate the Range Rover vehicle from its competitors. The Trail Less Traveled invites users to explore the fourth generation Range Rover, inside and out, through an eight-stage interactive journey from any of four camera angles — simultaneously. The technology takes the driver through stunning scenery, then switches instantly from wide camera angles to tight close ups and even the driver’s point-of-view, all to provide an authentic Range Rover driving experience.
A driver can select his or her own route through an interactive map, advance to different stages of the journey, and even pause the experience, to explore pictures and videos of the latest engineering advancements in the vehicle. Beyond the journey, the driver can choose their own perspective, soundtrack, and even their own ending.
The Trail Less Traveled was conceptualized and produced by Land Rover’s creative agency team comprised of a partnership between Wunderman, Y&R and Blast Radius and is the latest digital tool implemented by Land Rover to create a “digital showroom” for owners and enthusiasts. In the past two years, Land Rover has delegated more resources to digital and mobile now than at any time in the brand’s history. Digital media spending has doubled to more than 35% of the marketing mix. Land Rover has also explored new ways to produce digital content through partners such as 500px and refreshed its mobile site and all social properties. The brand is also enhancing its digital presence on social platforms including Facebook, Google+, Instagram, Twitter, YouTube, Pinterest and Tumblr.
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About Land Rover
Land Rover, the British maker of Land Rover and Range Rover sport utility vehicles, is renowned for providing its’ clientele with some of the most luxurious and capable vehicles in the world. Every Land Rover vehicle is equally at home both on and off road, and in any setting; be it in the heart of the city, or traversing the countryside. Today’s Land Rover lineup includes the legendary Defender, LR2 (Freelander 2), LR4 (Discovery 4), Range Rover Sport, Range Rover and Range Rover Evoque. Land Rover designs, engineers, and manufactures their vehicles in the United Kingdom. Land Rover is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information visit the official Land Rover website at http://www.landroverusa.com.
About Jaguar Land Rover
• Jaguar Land Rover is the UK’s largest automotive manufacturing business built around two iconic British car brands with a rich heritage and powerful consumer appeal and loyalty. Additionally, Jaguar Land Rover is at the centre of the UK automotive industry’s drive to deliver technical innovation in all areas of vehicle development.
• As the UK’s largest automotive employer, JLR has a world class team of nearly 25,000 people.
• In the 2011/12 fiscal year, JLR achieved record profits of £1.5 billion, an increase of £392m when compared to the previous year.
• Jaguar Land Rover is the largest investor in automotive R&D and engineering in the UK.
• Jaguar Land Rover has two state of the art engineering and design facilities and three advanced manufacturing plants in the UK.
• Headquartered in Mahwah, New Jersey in the United States, Jaguar Land Rover North America, LLC has offices across the USA and Canada and is represented by more than 330 retail outlets.
Advertising Age ranks Wunderman as the #1 digital and #1 CRM agency in the world. Founded by Lester Wunderman in 1958, Wunderman has 170 offices in 60 countries, and specialist teams in social, mobile, data and analytics that add depth and breadth to a full range of digital and direct client solutions. Informed by analytics and insight, our creative content engages the whole consumer—as participant, critic, creator and champion—in always-on conversation and dialogue to propel our clients’ growth. Best Buy, Citibank, Ford, Land Rover, Levi’s, Lufthansa, Microsoft, Nokia, Novartis, Telefonica and leading local and regional brands are among them.
Wunderman is a member of WPP and part of Young & Rubicam Group. For more information, visit www.wunderman.com
Y&R is one of the leading global marketing communications companies. It is made up of the iconic Y&R Advertising agency and VML, one of the most highly regarded and fastest-growing digital agencies in the world. Y&R has also integrated iconmobile, market leader in mobile business solutions and mobile marketing, into VML. Y&R includes specialized companies in every region, such as Bravo, Kang & Lee, SicolaMartin, Banner, to name just a few, as well as global marketing practices, such as Tech.YR and Y&R Sports Group. Y&R’s founder, Raymond Rubicam, believed that the company’s mission was to Resist the Usual on behalf of our clients. Today, that is kept alive by melding top-flight creativity with innovation to create new consumer experiences. Y&R’s largest agency, Y&R Advertising, has 186 offices in 90 countries around the world, with clients that include, Campbell’s Soup Company, Colgate-Palmolive, Danone, Virgin Atlantic, Xerox, Revlon, GAP, Land Rover, LG and Telefonica, among many others.
Blast Radius, “your agency for a connected world,” has created award-winning strategic and creative campaigns for Nike, Starbucks, Microsoft, NIVEA, and Novartis. It opened in 1996 in Vancouver and now has 500 employees across offices in New York, London, Paris Amsterdam, Seattle, Portland, Toronto, Hamburg and Shanghai. It is a proud member of the Wunderman Network and WPP Group of Companies.
Go to www.us.media.landrover.com or http://interactivelandrover.com for news releases, high-resolution photographs and broadcast quality video footage.
Information about Land Rover North America products is available to consumers via the Internet at www.landroverusa.com.
Corporate, Brand & Interactive Communications Manager Jaguar Land Rover North America, LLC
Jenn DeMartino Callister