There are no brand entertainment restrictions for the automotive sector in New York.

A multitude of local government permissions were required for both the pre-recorded film as well as the live driving elements. In particular, permission was required from the Port Authority to use a shipping dock, and the Mayor’s Office and NYPD to close down a number of roads around Manhattan. We also required permission to close and flood Park Avenue South Tunnel, which had never been done before. For the live drive event more than 120 New York City police officers and additional security were required to guarantee a clear road for the live filming of the drive.

We produced a series of cut-down edits of the film overnight for PR use. Tight deadlines were imposed by the news channels, which we met, allowing for broadcast of the event the following day.

Two ‘tease’ films were created to entice an online audience and encouraged viewers to register to watch the event live on the dedicated micro-site. Film one was released two weeks before the event. It built intrigue by showing glimpses of the vehicle but kept the location and the driver’s identity a secret. Film two was released one week before the event. In this film the location was identified as New York and the pace and drama were dialed up to build excitement. Both films were released through Jaguar Land Rover’s existing global media channels and paid media channels.

Reach and views:

• The teaser films were viewed by 2.5m and were 4th in the global viral video chart.

• The reveal film was viewed by 1.25m in the first four days and was the 26th most watched video worldwide.

• 294 print pieces and 1,148 online pieces - total reach to date 2.2 bn.

Participation:

• In three weeks a quarter of the total web traffic target for the six month launch campaign programme had already been generated – three times higher than the best previous world premier for a JLR vehicle.

• 120,000 prospects went on to configure their choice of options for the new Range Rover Sport online.