Land Rover jumps on the rocketship bandwagon

By Nicola Riches | 4 September 2014

Land Rover is jumping on the rocketship bandwagon and is partnering with Virgin Galactic to send four brand fans into space as part of a promo for its latest Discovery SUV.

It marks the brand's biggest marketing effort in two years, since it launched the Range Rover Sport 

Red Bull kicked off the space trend with its Stratos Jump and KLM and Lynx have both run competitions in the last year offering expeditions into space. But Land Rover reckons it's going one better. Those opportunities only presented the winner the chance to take part in a sub-orbital flight, rather than the full space journey offered by Virgin.

The companies have come together to kickstart the campaign with a film shot at Spaceport America, which debuted online yesterday and features Sir Ranulph Fiennes, Bear Grylls and Richard Branson.

The two-month, global campaign, with a prize valued at US$1 million, will solely run online. The creative was handled by Brooklyn Brothers in the UK. Mindshare is handling the local media.

Tim Krieger, brand manager for Land Rover Australia, told AdNews: "Both brands have the same spirit - we share the same interests in innovation, adventure and excellence in engineering. 'Above and beyond' is our brand statement so it shows a commitment to the same area of interest as the Virgin Galactic operation."

Potential astronauts are asked to submit their entries as a video explaining why they love adventure. Land Rover’s Australian ambassador and surfing champion, Sally Fitzgibbons is the first Australian entrant.

Land Rover will support the launch of the Discovery Sport with a series of events and partnerships in Australia later in the year including the Extreme Sailing Series and the Super Rugby Super 15.

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