Client: Land Rover
Creative Agency: Rainey Kelly Campbell Roalfe/Y&R
Media Agency: MindShare and Portland Outdoor
Land Rover is to make the most of Wimbledon mania by driving a branded bus around the Wimbledon area during the fortnight of the tennis championships. The bus will give away branded Land Rover tennis balls to queuing fans. The car giant has identified tennis fans as the target demographic for the model and the activity will promote Land Rover's Freelander Sport model. An integrated campaign, including print and television activity, will support the association with sport and is expected to break early next month. Guerilla and outdoor activity around other sporting events to build awareness of the model is also being planned and will run throughout the summer months.