RANGE ROVER
JOURNEYS
JOURNEYS
The Challenge
MULTI-YEAR CAMPAIGN PLATFORM
2016 through 2019 were poised to be game-changing years for Range Rover. The luxury SUV was increasing in popularity however new competitors were entering the segment, putting pressures on the brand. We set out to reinforce the legendary capability and luxury of Range Rover, maintain their flagship status and drive sales.
MY ROLE
Throughout this period, I lead concept platform development for what would be a largely successful multi-year integrated campaign for Land Rover. We created three distinct narrative pillars each year to continue our aggressive push in prospect audience sales. All speaking to the elevated capability, enjoyment, and aspiration of driving in luxury with Land Rover.
2016 through 2019 were poised to be game-changing years for Range Rover. The luxury SUV was increasing in popularity however new competitors were entering the segment, putting pressures on the brand. We set out to reinforce the legendary capability and luxury of Range Rover, maintain their flagship status and drive sales.
MY ROLE
Throughout this period, I lead concept platform development for what would be a largely successful multi-year integrated campaign for Land Rover. We created three distinct narrative pillars each year to continue our aggressive push in prospect audience sales. All speaking to the elevated capability, enjoyment, and aspiration of driving in luxury with Land Rover.
Unparalled Journeys (2016)
Range Rover Pathways (2018)
Elevated Drives (2019)
Unparalleled Journeys
EDITION 01
With our planned strategy, target audience and the insight that discerning Range Rover drivers seek out the unordinary, Unparalleled Journeys was born. We curated six stories based on great American roads and tied them into the benefits of our vehicles—legacy, technology, diesel, performance, capability and luxury.
With our planned strategy, target audience and the insight that discerning Range Rover drivers seek out the unordinary, Unparalleled Journeys was born. We curated six stories based on great American roads and tied them into the benefits of our vehicles—legacy, technology, diesel, performance, capability and luxury.
The direct mail piece arrived in a black matte, premium-padded envelope, sourced as much for the quality it conveyed, as for the protection of its contents. Inside, a soft touch sleeve with raised-line detailing teased at the content inside while hinting at the details that go into the Range Rover interior.
6 roads were researched, selected and illustrated
to tell the capability narrative.
to tell the capability narrative.
All materials were carefully selected and sourced
to reflect premium quality of a Range Rover.
Content Design
Each road was strategically selected to evoke what it means to drive a Range Rover vehicle—from cruising in luxury, to taking on harsh weather, and handling the sportiest of routes.
Visually, the drives were brought to life by imagery sourced from photographers across the country, giving the book a curated and editorial feel that would resonate with our affluent target.
You may review and read the full digital format here.
Awards and Results
We set out to elevate the audience perception of the Range Rover brand to the point of purchase—by speaking to Active Achievers’ own aspirations of greatness. And in the end, this simple keepsake truly provides a taste of the life and luxury of a Range Rover owner. The experiences this historical brand offers—be it off-roading or just luxuriating in the comfort of a drive—are explored in the meticulously illustrated maps of each American terrain.
This is a journey so unparalleled, readers seek to experience it for themselves.
We were awarded for both copywriting and art direction* in the 2016 DMA International ECHO Awards. See info here.
We were awarded for both copywriting and art direction* in the 2016 DMA International ECHO Awards. See info here.
Social Extensions
After a successful CRM campaign, my team decided to carry on the concept through additional social budgets for the following year. We developed a social strategy around the creative and leveraged a Facebook Canvas, paid posts, and influencer plan. We took the Unparalleled Journey narrative showcasing the 17-mile Journey, from the DM piece. And commissioned two influencers to take and capture the journey themselves.
how it worked
The canvas ran during the second drop of the Unparalleled Journeys DM piece. There was a general In-market target awareness for Range Rover within paid social as well as a hyper-targeted pool of 50,000 users (CRM data) that received the DM piece. Social furthered the creative assets’ cohesive delivery (original receipt from the DM piece, secondary receipt Facebook canvas, third receipt general social posts.)
The 17-Mile Journey was showcased in chronological
order between 2 influencers, morning to night.
Tilt to view functionality was used frequently
to engage users into pano images and scenery
PATHWAYS
EDITION 02
When you drive a Range Rover, something special happens — a previously unseen part of the world suddenly becomes visible, accessible for you to explore. With a concept that lends itself to the idea of discovering previously unseen territory, pieces of this print publication unfolded and revealed new information as the reader goes down a driving pillar pathway.
When you drive a Range Rover, something special happens — a previously unseen part of the world suddenly becomes visible, accessible for you to explore. With a concept that lends itself to the idea of discovering previously unseen territory, pieces of this print publication unfolded and revealed new information as the reader goes down a driving pillar pathway.
Read the entire publication here
our approach
We wanted to reinforce and intensify the core emotional, luxury and aspirational aspect of the Range Rover brand while showcasing the capabilities. We did this through chaptered storytelling. Additionally, we needed to get across our exclusive driving school offer that was unique to this time of year and market.
Convey the offer in a high-end and premium manner vs. being perceived as transactional
Leverage elements of the Equinox and Quail driving school offers, location and experiential offerings to bring home the message.
why it worked
Our audience is constantly seeking to be inspired and enhance their life with new and rich experiences. The idea reflects this human truth and associates the brand as the enabler to these mini and incremental gateways.
We’ll highlight the opportunities only Range Rover can provide when it comes to exploring beyond the paved road and supply the reader with knowledge on the tech and capabilities that will help them navigate it.
We’ll finish off the piece with an invitation to discover invisible terrains themselves with the Land Rover Driving Experience.
ELEVATED DRIVES
EDITION 03
Returning to JLR a few years later, our journey narrative legacy lived on within new model years briefs for Range Rover. As a creative consultant, I lead concept development and pitching with with creative director teams to bring a reboot to the creative platform.
With the idea buy in, this time, the team was provided the budget for a dedicated still photography production with Julian Calverley to visually capture the vision and narrative.
Returning to JLR a few years later, our journey narrative legacy lived on within new model years briefs for Range Rover. As a creative consultant, I lead concept development and pitching with with creative director teams to bring a reboot to the creative platform.
With the idea buy in, this time, the team was provided the budget for a dedicated still photography production with Julian Calverley to visually capture the vision and narrative.
Creative Director partner, Bec Couche
Art Director, Peter Cooper
Art Director, Peter Cooper
