HD goes to the extremes

摘要

The land rover G4 Challenge is the biggest marketing exercise in the car company's history. Costing £9m, the month long event seeks to create a credible adventure sport while maximising public awareness of the Land Rover brand. It follows the inaugural G4 in 2003, itself an indirect successor to the 4 x 4 'adventure Olympics' Camel Trophy which ended in 2000. Awareness is currently limited to motor sport enthusiasts, but the aim is to build it over time into a calendar event with a wider constituency with the support of an array of communications media. The first step to creating the LRG4C's standalone identity is to banish the shadow of its predecessor. Land Rover executives have been ordered to dismiss all Camel association by claiming that G4 (global/four time zones) is an entirely different beast. Developed in conjunction with adventure-based event agency D3, it has an urban as well as back-country focus; green credentials and an emphasis as much on competitor strategy and stamina as the cars.