- Land Rover debuts new winter advertising campaign featuring members of the Land Rover U.S. Ski & Snowboard Team
- Campaign includes product advertisements featuring U.S. Ski & Snowboard athletes and a Land Rover brand commercial starring Olympic gold medalist Mikaela Shiffrin driving the 2020 Range Rover Sport
- Campaign to run nationally throughout the winter season on broadcast, online video and social channels, featuring Range Rover Sport, Range Rover Velar, Discovery and Discovery Sport models
- Land Rover was named the Official Vehicle Partner of U.S. Ski and Snowboard in the USA in September 2019
- “Visa Big Air Presented by Land Rover” events taking place in Atlanta on December 20-21, 2019
- “Play Harder This Winter” campaign is led by a hero TVC, watch here
(MAHWAH, N.J.) – December 9, 2019 – Land Rover North America today debuted its new brand and product advertising campaign, titled “Play Harder This Winter,” highlighting the British Premium SUV brand’s partnership with U.S. Ski & Snowboard. The campaign is led by a 30 second brand film, accompanied by 30 and 15 second product spots, all of which feature several U.S. Ski & Snowboard athletes showcasing how Land Rover vehicles are perfect for those who love to be outside in the winter.
The campaign debuts today with a brand commercial featuring Land Rover U.S. Alpine Ski Team member, and two-time Olympic gold medalist Mikaela Shiffrin. In the 30 second spot, Mikaela enjoys overcoming heavy winter snow with ease and determination in a Range Rover Sport to make it to the mountain daily. The brand spot will appear across a mix of channels, and will run during National Football League (NFL) games on CBS and FOX
The campaign also includes 30 and 15 second spots featuring freeskiers David Wise and Maggie Voisin, snowboarder Maddie Mastro, and Land Rover U.S. Alpine team members Bryce Bennett and Steven Nyman, alongside the Range Rover Sport, Land Rover Discovery, Discovery Sport and Range Rover Velar. Each spot showcases key Land Rover vehicle features helpful for winter play, including Terrain Response Control (Range Rover Sport), Intelligent Seat Fold (Land Rover Discovery), Activity Key (Discovery Sport), and heated and massaging seats (Range Rover Velar).
“As snow has started to fall and the competitive Ski and Snowboard season has started, Land Rover is calling for people to Play Harder this season with a campaign starring U.S. Ski and Snowboard athletes enjoying their Land Rover SUVs,“ said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. “As partners with U.S. Ski and Snowboard, this campaign is a first step to give increased visibility to these sensational athletes and celebrate how they work and play hard every winter.”
Land Rover was named the Official Vehicle Partner of U.S. Ski and Snowboard in the USA in September 2019. U.S. Ski & Snowboard supports nearly 200 national team athletes and represented 80 percent of Team USA’s gold medals during the PyeongChang 2018 and Sochi 2014 Olympic Winter Games. This year, U.S. Ski & Snowboard athletes will participate in more than 200 competitions globally, including 35 events in the United States. As part of the sponsorship agreement, Land Rover will support 10 U.S. Ski & Snowboard athlete ambassadors including Olympic gold medalists and World Champions.
The multi-year partnership also names Land Rover as the title sponsor of the Land Rover U.S. Alpine Ski Team, the Land Rover U.S. Grand Prix series, and presenting sponsor of the “Visa Big Air Presented by Land Rover” events, which takes place at SunTrust Park in Atlanta, GA on December 20-21, 2019. The Visa Big Air presented by Land Rover is part of a multi-year commitment by U.S. Ski & Snowboard to bring big air events to the masses in breathtaking new environments by hosting one city big air event per season leading into the 2022 Beijing Olympic Winter Games. The event will be sanctioned as a FIS Snowboard and Freeski World Cup and will offer elite international men’s and women’s big air competition.
The Visa Big Air will be the first event of its kind to come to Atlanta. Event organizers expect to provide a taste of mountains and Olympic winter competition to 20,000 fans for each of the two days of competition. U.S. Freeski Olympian Maggie Voisin (Whitefish, Mont.), as well as the 2018-19 FIS Snowboard Overall Crystal Globe Winner Chris Corning (Silverthorne, Colo.) will represent the U.S. Snowboard Team.
Land Rover offers some of the most luxurious and capable SUVs in the world. From the effortlessly elegant Range Rover to the versatile Discovery featuring available three-row seating, and the recently revealed all-new Defender, the Land Rover lineup of award-winning SUVs is built for adventure in the toughest terrain and weather conditions.
To follow the action throughout the season, follow @LandRoverUSA and @USskiteam.