Range Rover Sport: A very British car launch - Making lightning and thunder

This case study describes how Land Rover, the car manufacturer, took a new approach to marketing by focussing on shared experience and content for the launch of its Range Rover Sport model.

Range Rover Sport: A Very British Car Launch… Making Lightning and Thunder

Principal authors: Zhao Zhang, Tony O'Toole and Paul Simonet, ImaginationContributing authors: Jay Bryan, Mindshare; Miranda Mitchell, The Brooklyn Brothers

Our approach

The intention of this paper is explore the impact of the Range Rover Sport 2013 launch with reference to the successful IPA winning 2006 VW GTI MK5 launch. We will seek to extend the understanding of how pre-launch marketing communication can provide extremely high return on investment for car manufacturers. We will demonstrate how a mix of high profile events, personal experience and socially...

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