Taking on the Land Rover G4 Challenge

Challenge

Devise a media campaign that would match the thrill and adventure of the Land Rover G4 Challenge. The PR challenge was to raise awareness and profile of the G4 Challenge in Ireland, double its number of applicants, achieve dealer buy-in and highlight the Land Rover brand's spirit of adventure.

Strategy

A comprehensive and sustained media relations and promotional programme was devised that encompassed 7 distinct elements spanning over the period of a year. They included recruitment of contestants; media recci; national and international selection of contestants; as well as the departure, progress and return of the Irish contender.

Action

Each element was maximised to raise the profile and momentum of the Challenge and provide ample opportunity for media stories.

Results

Throughout the duration of the campaign, unprecedented coverage of the G4 Challenge and Land Rover brand in Ireland was delivered, including 91 stories in both national and local press and numerous radio and television interviews. The number of Irish applicants to the 2007 G4 Challenge rose dramatically.