Brand Taps Five Socially Connected Photographers to Shoot Land
Rover Vehicles Across Five U.S. Cities for New Tumblr Page
MAHWAH, N.J., March 26, 2011 - Land Rover North America is
launching on Tumblr today with "Five By Five," an innovative
photography project that reflects a unique approach to the creation
and distribution of content. Land Rover selected five
socially-connected photographers in five different cities and
granted them unprecedented access to different Land Rover models
including the LR4, Range Rover Evoque, Range Rover Sport, Range
Rover Autobiography, and the full Land Rover Heritage Fleet
including classic Defenders. The results are now display on the new
Land Rover USA page, landroverusa.tumblr.com.
"Land Rover is excited to launch on Tumblr with Five By Five
because it is such a unique project that highlights our vehicles in
a creative and artistic way," said Ken Bracht, Marketing
Communications Manager, Land Rover North America. "We chose to
maximize Tumblr as our new social media channel because it fosters
engagement, and with this project, allows enthusiasts to share and
follow the journeys of each photographer as they experience our
vehicles through the eyes of a lens."
Land Rover's Five By Five Tumblr project represents a truly
authentic integration of a car brand into the Tumblr platform while
respecting the artists' authenticity and leveraging the site's
thriving community. The photographers are each creating 50 original
pieces of photo content that express the Land Rover brand identity
through their own creative filters. Through Land Rover's Tumblr
page, consumers have the opportunity to interact with and share
original photos of the cars with other users on the site and
through additional social media channels.
Each photographer in the Five By Five project was selected based on
a combination of their photography style, experience, Tumblr
presence and vision for the project. The participants include: Adam
Goldberg, actor, musician and artist who set out to find the hidden
gems of Los Angeles, Ca., from a true insider's perspective;
British-born and New York-based fashion photographer, Frances
Tulk-Hart, captured photos of the iconic New York City skyline on a
trip upstate; Atlanta-based editorial and advertising photographer
and teacher Zack Arias captured the action of an off-road course
with the legendary backdrop of the Biltmore Estate in Asheville,
N.C.; celebrity and editorial photographer Chris McPherson explored
the adventurous side of Land Rover in Phoenix, AZ; and
globetrotting travel and adventure photographer Jayms Ramirez took
the vehicle on a coastal drive from North Beach to Santa Cruz in
San Francisco, CA. The outcome is a diverse set of photographs of
Land Rover vehicles depicting each individual photographer's style
and narrative.
Visit landroverusa.tumblr.com to view the photos.