Land Rover is offering four friends the chance to take the trip of a lifetime together – to space – as part of the launch for its new Discovery Sport.
The ‘Galactic Discovery’ global competition heralds the next step in the brand’s partnership with Virgin Galactic and sees entrants asked to upload a film or photo that captures their spirit of adventure and link it to the three friends they’d like to join them in space.
The prize – worth over $1m – is being offered to mark the launch of the new Discover Sport unveiled via on online film shot at Virgin Galactic’s base for sub-orbital space flights, Spaceport America, New Mexico.
Gabi Whitfield, Land Rover’s global PR director is leading the programme working in close partnership with global marketing director, Dominic Chambers, and creative agency The Brooklyn Brothers, who will oversee implementation in 40 countries.
Of the campaign, Whitfield said: “Land Rover consistently pushes boundaries to go above and beyond, and this project is no exception. This is more than a car launch; Discovery Sport is the first of a whole new family of vehicles for Land Rover. We created the New Age of Discovery platform, the #ReadytoDiscover creative and linked in our partnership with Virgin Galactic to create something genuinely special and totally authentic to our brand. This is a new age of Discovery in terms of the cars we are making, but equally space travel is the next big adventure – and one we know our customers will want to take.”
Chambers added that the initiative brings Land Rover’s ‘Above and Beyond’ mantra to life and hopes the competition will “reach out to millions of new people bringing them closer to Land Rover and the New Discovery Sport.”
Head of outreach at The Brooklyn Brothers, Miranda Mitchell, commented: ““A trip to space with your friends really is the ultimate adventure and as a platform it lends itself perfectly to a vast global social and earned media programme which we are so excited to be in the middle of. We are expecting interest from all ages and all demographics as space has no boundaries.”
A call for entry featuring personalities including Sir Richard Branson, Bear Grylls and Ranulph Fiennes has launched the competition online. The socially activated competition will be supported with PR and activity via its own channels with Land Rover seeking to drive participation and conversation until the winners are announced on 2 December 2014.