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...