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Article: GSD&M drives new Land Rover ads ;$25 million Discovery campaign will be applied to other vehicles.
- Article from:
- Advertising Age
- Article date:
- May 22, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Land Rover North America launches its first campaign from new agency GSD&M, Austin, Texas, using a theme revolving around courage.
The estimated $25 million push is aimed at achieving "a good, consistent approach" to advertising, said Jim Selwa, VP-marketing at Land Rover. Although used initially for the Discovery model, the plan is to extend the campaign to other Rover products later.
Two :30s breaking tonight show the courage of Discovery owners. The word appears beneath the brand's logo at the end of the spots and in national newspaper ads. Print ads, appearing in The Wall Street Journal and USA Today, also show a welcome mat to make the brand ...