ASIA-PACIFIC – JUNE 25, 2013 – Land Rover China, along with its lead agency, Wunderman Shanghai and event activation agency Terrain Plus, have recently launched a second consecutive year of its integrated, experiential platform – Never Stop Discovering: ‘The Most Beautiful Frontiers In China’.
Sleek in design and yet two of Land Rover’s top selling models, Freelander 2 and Range Rover Evoque are currently taking a select few to discover some of China’s most unique frontier landscapes. With the extraordinary off-road performance, all-terrain capability and the infinite passion to explore the unknown, these vehicles will take adventurers from the most beautiful nature frontier of Yili in Xinjiang, and travel through to the beautiful cultural frontier of Tengchong in Yunnan.
The journey will culminate in Shanghai on July 2. The whole journey will last for a total of 40 days, passing through nearly 40 cities, towns and villages, covering a distance of over 10,000 kilometers.
A digital lead campaign recruited prospects for the journey through a dedicated microsite and mobile site. Answering three simple brand-related questions and a test drive allows entry into a lucky draw to be one of the lucky journey participants.
Fans and prospects can then follow the incredible journey live on the site and stay updated via an interactive google maps site. Users are encouraged to travel the journey ‘virtually’, experiencing the spirit of Never Stop Discovering whilst also collecting mileage points. The more one explores the site and interacts with engaging activities, the more points can be accumulated. These points can then be converted to Land Rover merchandise.
Breathtaking scenery photos and videos from each frontier destination will also be uploaded daily to partner sites Weibo and Douban.
