Omnicom Group's GSD&M, Austin, Texas, uses the new tag "Higher ground" for the brand's top-of-the-line model, with a nearly $70,000 sticker price.
Hopes to double sales
Land Rover said the new model will help it reach its target to double North American sales this year. The niche brand spent $46 million in measured media in 2001, according to Taylor Nelson Sofres' CMR.
Coyne Communications, Morristown, N.J., created a direct mail piece containing a DVD about the SUV. Jackson Dawson, Detroit, is handling a 10-city, invitation-only tour that started in Chicago May 20.
Cheap model is popular
Land Rover sold 11,654 units through April in the U.S. vs. 7,129 the same period a year ago, says AdAge.com sibling Automotive News. The growth was due to its all-new Freelander model, Land Rover's least expensive offering. It accounted for 4,625 units through April.
Land Rover North America is headquartered in Irvine, Calif.