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September 9, 2012

Land Rover Teams Up with Department of Tourism

LRPhils Motors, Inc., the exclusive distributor of Land Rover and Range Rover vehicles in the Philippines is embarking on a unique tie-up with the Department of Tourism (DOT) and Tourism Promotions Board (TPB) by launching a new tourism awareness campaign entitled: “Land Rovering: More Fun in the Philippines”.

Launched at the Opus Restaurant and Lounge at Resorts World Manila in Pasay City, this is the first time the DOT has partnered with an automotive brand. This new campaign aims to highlight the stunning beauty of the Philippines including excellent off-road destinations as well as the different capabilities of a Land Rover. The multi-faceted campaign features both television and print advertisements. It will run for one year and will hopefully have an international component as well.

“We are very excited with this project with the Department of Tourism and the Tourism Promotions Board”, shared Land Rover Philippines (LRPhils Motors, Inc.) Executive Director Marc Soong.

“DOT is proud to have found support from a distinguished world-class brand like Land Rover in our campaign to promote Philippine tourism,” said DOT Assistant Secretary Domingo C. Enerio, who was at the launch of the Land Rover-DOT campaign tie-up.

On the same night, Land Rover Philippines showed the first in a series of television commercials for use in the campaign. In it, the new Range Rover Evoque is driving through the Paoay Sand Dunes of Ilocos Norte while also featuring the landmark Bangui Wind Mills and Patapat Bridge, all of which are found in the province.

In the video, the “baby Range Rover” has proven itself to be equally capable as its larger siblings, especially tackling the tricky Paoay Sand Dunes. Aside from its uncanny off-roading abilities, LRPhils Motors, Inc. also highlights the Evoque as the smallest, lightest, and most fuel-efficient model that Range Rover as ever produced. Plus, the Evoque’s head turning looks and “cross-coupe” design is a departure from the more traditional luxury off-roaders and 4x4 vehicles which the brand is known for.

The video is directed by the Collective Ego, a collaborative group with creative minds made up of Cody Miller, Pedring Lopez, Struan Wallance, and Ian King.

To share information about the “Land Rovering: More Fun in the Philippines” campaign, LRPhils Motors, Inc. has set up an official Facebook fan page. Simply search for “Land Rover is More Fun in the Philippines”. There, owners of the iconic off-roading brand can share their favourite destinations and their experiences in visiting the best that the country has to offer.

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