TORONTO, ON (February 23, 2015) ‑Land Rover Canada, one of the world's most iconic vehicles offering luxury and breadth of capability, is ideal for all varieties of Canadian terrain and activities, wants Canadians to #HIBERNOT this winter. With the help of Olympic gold and silver medalist and 12‑time Canadian triathlon champion Simon Whitfield, this campaign encourages families to get out of the house and drive to the winter activity of their choice, embracing the natural wonders of the great Canadian outdoors.
#HIBERNOT
Land Rover Canada has launched #HIBERNOT to celebrate the launch of the Land Rover Discovery Sport, the perfect utility vehicle for Canadian families ready to take on the great outdoors. Innovatively engineered and expertly designed, the first of the Discovery family is available with a 5+2 configuration and an ideal combination of luxury and practicality for the best of outdoor Canadian adventures.
A fun play on the word "hibernate", #HIBERNOT represents the core of the Land Rover spirit, encouraging families to spend quality time together by embracing the unique treasures that only our Canadian winter has to offer. A socially driven initiative, this campaign inspires engagement by encouraging families to share their winter experiences using the hashtag #HIBERNOT. Land Rover has also created a special site for the campaign www.hibernot.ca ‑ curated for Canadians and by Canadians ‑ as a resource full of engaging and interactive content encouraging a number of different ways to #HIBERNOT this season.
"The Discovery Sport is the perfect vehicle for families on the go, and that's exactly what the #HIBERNOT campaign encourages," said Jaguar Land Rover President Lindsay Duffield, "as a father and outdoor enthusiast, Simon Whitfield is a representation of the #HIBERNOT message and the adventurous Land Rover spirit."
Simon Whitfield's #HIBERNOT Tips
Land Rover Canada has found a natural partner for this campaign in veteran Triathlon Champion and Gold and Silver Medal Olympian Simon Whitfield, an active family man who exemplifies the #HIBERNOT spirit.
"I am very excited to be partnering with Land Rover Canada on a program that is so connected to my personal experiences," said Simon Whitfield. "I have always enjoyed planning outdoor activities with my own two daughters and encouraging others to do the same."
Some of Simon's tips to #HIBERNOT this winter:
- Create an "adventure passport" with your kids. Every time you visit a new place or engage in a new activity, have them add the adventure it to their passport.
- Hide fun objects for an outdoor scavenger hunt. For an extra challenge, hide them in the winter and have your kids find them in spring!
- Map out an area and have your kids replicate it using interesting artifacts and landmarks.
Canadians are encouraged to share their #HIBERNOT experiences on Twitter, Instagram and wherever else their winter adventures take them.
For more information, please visit hibernot.ca or landrover.ca.
#HIBERNOT
About Jaguar Land Rover
Jaguar Land Rover is the UK's largest automotive manufacturing business built around two iconic British car brands with a rich heritage and powerful consumer appeal and loyalty. Additionally, Jaguar Land Rover is at the centre of the UK automotive industry's drive to deliver technical innovation in all areas of vehicle development. As the UK's largest automotive employer, JLR has a world class team of nearly 30,000 people. Jaguar Land Rover is the largest investor in automotive R&D and engineering in the UK. Jaguar Land Rover has two state of the art engineering and design facilities and four advanced manufacturing plants in the UK. Headquartered in Mississauga in Canada, Jaguar Land Rover Canada ULC is represented by 23 retail outlets.
For more information, high‑res images or to request an interview with Simon please contact:
Monica Narula | monica@themintagency.com | 416‑923‑6468