LANHAM, MD: Land Rover North America has assembled a network of PR
firms to handle its largest PR push in the states since the brand became
available here in 1986.
The new PR campaign will support introduction of Land Rover's Freelander
SUV into the American market.
The Freelander goes on sale December 1, but PR efforts will begin
September 23 and stretch through November 18, said Afaf Farah, corporate
communications manager for Land Rover North America.
Agencies hired to work on the campaign, dubbed "The Road to Adventure,"
include Bailey & Bailey in Cleveland, Kerezy Communications in
Cleveland, and The Apple Organization in Miami. The campaign will
feature 24 Freelanders touring the country.
Land Rover, which has only a two-person communications staff in North
America, hired Bailey & Bailey to put together the agency network.
Farah wouldn't discuss spending for the campaign other than to call it
Freelanders will be on display in 10 cities a day, Farah said. Land
Rover, owned by Ford, has also teamed up with Habitat for Humanity,
Virgin Megastores, and Krispy Kreme Doughnuts for the campaign.
Freelanders will deliver building supplies and people to Habitat for
Humanity projects. Virgin will give away Freelander CDs that include
information on the SUV and screen-savers. And Freelanders will be
delivering Krispy Kreme doughnuts to radio stations and other locations,
trying to draw media attention to the new model, Farah said.