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Land Rover Partners With Lumiere London To Shine Light On The Outdoors This Winter

15 January 2016

Land Rover has partnered with the UK’s largest light festival as part of its seasonal Hibernot campaign, encouraging the nation’s enjoyment outdoors this winter.

  • Land Rover partners with the capital's Lumiere London light festival to celebrate the Great British outdoors
  • Specially lit 'Private View' frames to be positioned in front of London landmarks, expertly framing the festival installations for the perfect Instagram photo opportunity
  • Visitors encouraged to capture installations through the frames and share on social media using #Hibernot / #LumiereLDN
  • Experiential activity part of Land Rover seasonal Hibernot campaign encouraging the public to see winter in a different light in 2016

Whitley, 15th January 2016 ‑ Land Rover has partnered with the UK's largest light festival as part of its seasonal Hibernot campaign, encouraging the nation's enjoyment outdoors this winter.        

As part of the Lumiere London light festival, Land Rover will use a series of five handmade large‑scale specially lit 'Private View' frames to showcase some of London's most iconic sights. Locations will include Leicester Square, Oxford Circus, Piccadilly and King's Cross. Budding photographers attending the festival are encouraged to utilise the five Land Rover 'Private View' frames to capture photos of their favourite landmarks before sharing them via Instagram, using the hashtag #Hibernot.  Each frame will contain tips from famous instagrammers on how to take the best picture of iconic landmarks.

Lumiere London is produced by Artichoke, an arts charity with a reputation for bold, groundbreaking outdoor art events. Previous works include extraordinary and ambitious art projects in public spaces including The Sultan's Elephant, Antony Gormley's Fourth Plinth project One & Other, and Peace Camp, part of the 2012 Cultural Olympiad.

Following the festival, Land Rover will take its frames to other areas of the UK, lighting up a series of iconic views in Brighton, Birmingham, Edinburgh, and London's Southbank and St Paul's between 23rd January and the 7th February.

Land Rover UK Marketing Director, Scott Dicken said "The British winter time can often see us hiding away and avoiding the elements outside. However at Land Rover, we believe that winter is a time when we should be getting out of the house and taking ourselves somewhere fulfilling ‑ living life to the full no matter the weather.  This year, we have taken the Hibernot campaign to the next level, working with Lumiere London to light up the winter months for people around the UK and invite them to share their best views of the big cities."

For more information on Lumiere London, please visit: http://www.visitlondon.com/lumiere

https://www.youtube.com/watch?v=vwAx3zjx_V4

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Editor's notes

The full festival programme, map and film for Lumiere London are now live and online:

Locations and dates for the regional Land Rover private viewing frames:

  • Southbank ‑ 30/31st Jan & 6/7th Feb
  • Edinburgh ‑ 23/24th & 30/31st Jan
  • Birmingham ‑ 23/24th & 30/31st Jan
  • Brighton ‑ 23/24th & 30/31st Jan

Land Rover

Since 1948 Land Rover has been manufacturing authentic 4x4s that represent true breadth of capability across the model range. Defender, Freelander, Discovery, Range Rover Sport, Range Rover and Range Rover Evoque each define the world's 4x4 sectors. Land Rover products are currently sold in approximately 180 global markets.

Facebook: https://www.facebook.com/landrover.uk
Twitter: https://twitter.com/LandRover_UK
Instagram: http://instagram.com/uk_landrover#
Youtube: http://www.youtube.com/landroveruk

Hibernot

Hibernot a fully integrated, socially driven winter programme aimed at celebrating the great British outdoors. Thecampaign is designed to inspire and excite consumers in the UK through a series of experiential, social and PR activations and celebrates those Brits who relish the winter months, rather than hibernating inside.

www.hibernot.co.uk

About Lumiere London

Produced by arts charity Artichoke and supported by the Mayor of London, Lumiere London is a world‑class light festival. Free to attend, it will take place over four evenings from Thursday 14 ‑ Sunday 17 January 2016. Lumiere was created by Artichoke in Durham in 2009, and has been recommissioned by Durham County Council every two years since then. In 2013, Artichoke also produced Lumiere in Derry~Londonderry UK City of Culture, commissioned by Culture Company 2013. In November 2015, the festival returned to Durham for the fourth time, attracting an estimated 200,000 visitors to the city. lumiere‑festival.com

For further information on Land Rover or Hibernot visit www.media.landrover.com or contact: 

Kim Palmer
PR Manager, Land Rover UK
T: 02476 564 129
M: 07795 666 169
E: kpalmer@landrover.com

Laura Hind
The Brooklyn Brothers
T: 02072926200
M: 07917108187
E: laurahind@thebrooklynbrothers.com

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