Land Rover Experience - think Jeep Jamboree in $100K Range Rovers
OK, to be fair, it’s a bit more than “a Jeep Jamboree”. The Land Rover Experience happens at select locations and at select times during the year. They are 100% first-class events with 5-star accomodations and dining - hell, this one took place at the Biltmore Estate - hardly a tent in a field…
The guys over at Autoblog in the UK were lucky enough to snag an invite and are running a multi-part story. Here’s the teaser - more after you jump to them…
Over the last few years, the concept of ‘brand building’ has driven itself to the top of the list as arguably the key to automotive marketing and advertising. As such, driving schools have come to the fore among premium brands as favored tools in automakers’ effort to build brand loyalty, exclusivity, and that crazy little thing called ‘buzz.’
One such example is Land Rover, the Blue Oval’s luxury-lined UK off-road division, which has taken its Land Rover Experience global, establishing off-road driving centers around the world, from Dunkeld, Scotland to Johannesburg, South Africa. One of Land Rover’s newest Experiences is located in Asheville, North Carolina, nestled in the heart of the Blue Ridge Mountains on George Vanderbuilt’s Biltmore Estate. Naturally, when the opportunity knocked go get muddy for a few days on the grounds of America’s largest private home earlier this Spring, we convinced the powers that be at Weblogs Inc. to loosen the company purse strings for airfare, a room at the Inn on Biltmore Estate, etc.*
*(It is Weblogs Inc.’s official policy to pay its own way to all press junkets. Gifted trips are not accepted)
Upon touching down at Asheville’s diminutive airport, we were greeted by a Land Rover rep in a supercharged Range Rover Sport, at which point we were driven to the Biltmore in burgeoning (and surprisingly hip) Ashville, and given a tour of the 8,000 acre property, thereafter checking in at the Inn. While we were keen to get a look at the Biltmore house itself, we came to get dirty, and to learn a little bit off-roading and marketing the Land Rover lifestyle.
Sadly, as the evening was already drawing close upon us, mucking about in Britain’s finest off-road togs wasn’t on the menu for the day, so we repaired to the adjacent winery for a brief tasting before heading to dinner. Given its majestic surroundings, it’s understandable that…
Sphere: Related Content
