Clear the out standing Land Rover Discovery by end of the year, before the new model arrives.

China prospects are hesitant to buy now because of a pending revision for import car purchases, which will remove the Import Permit surcharge in 2005. Land Rover offered a return trip to UK to visit the Home of the Legend Land Rover Experience Centre for buyers.

A truly totally integrated campaign from print ad , direct mail and online marketing created a visual adventure experience through a Land Rover windscreen, capturing the tactile experience, and simulating most of the fun elements from behind the wheel, just like a real adventure.Print Ads: A series of three ads demonstrated the full experience through three different terrains.

Direct Mail: A hand-written mail was created to look like it was from a friend that had been through the Home of the Legend with his used map and Kodak photo attached.Online: Demonstrated the joy of rough road driving, captured in a journalistic travelogue manner.http://www.homeofthelegend.com.cn/