Land Rover: Ben Ainslie Racing

Ali O'Reilly

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Campaign details

Brand: Land RoverBrand owner: Jaguar Land RoverLead agency: Creative Artists AgencyContributing agencies: Wing, Spark44Country: GlobalIndustries: SUVs, 4x4s, Luxury automotiveMedia channels: Content marketing, Direct marketing, Events & experiential, Online display, Online video, Public relations, Social media, Sponsorship - sports, Television, Virtual & augmented reality, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

In 2014, Land Rover was consistently delivering strong appeal on the brand perceptions of Practicality and Comfort, Feelings and Status but was underperforming significantly against its competitors on Innovation and Engineering. At the...

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