Land Rover Australia today announced its all-new, iconic Defender is set to take centre stage in Seven’s highly anticipated new reality series SAS Australia, as the major automotive and key sponsor.
The sponsorship announcement follows the launch of the Land Rover Defender, with the brand integration designed to showcase the vehicle’s unrivalled durability, design and capability for the 21st century, following 71 years of continued product innovation and improvement.
Mark Cameron, Managing Director, Jaguar Land Rover Australia, comments that the partnership presents a key integration opportunity for the brand to demonstrate how capable the revived Defender is whilst also creating a meaningful brand connection amongst the show’s viewers.
“We are proud to be partnering with Seven to be involved in SAS Australia and engage this audience with Defender in a new, unexplored terrain,” says Mr. Cameron
“With adventure and exploration at the core of the Land Rover brand, we know what it means to design for durability, versatility and toughness. So we can’t wait to see which of these celebrity recruits will be able to tough it out till the end.”
“Confident, tough and capable of great things, the Defender is a vehicle put through more than 45,000 individual tests to ensure that it beats the odds and toughest of terrains, so Australians will no doubt enjoy seeing a vehicle that is just as comfortable on country roads as it is in city streets,” added Mr Cameron.
Spearheaded by Land Rover’s agency partners from across the dentsu network including dentsu X, The Story Lab and social relations agency, Haystac, the Channel 7 partnership aims to inspire audiences to consider the tough and confident Defender, and additionally drive ongoing momentum following the integrated Defender launch led by creative agency, Spark44 back in September.
Katie Finney, Strategy and Solutions Director, Seven Network, said Seven is thrilled to partner with the Land Rover Defender for the premiere season of SAS Australia.
“As 17 celebrities take on one of the toughest tests of their lives, the Land Rover Defender is the perfect vehicle to transport the star recruits and Directing Staff through the harsh but spectacular terrain.
“We can’t wait for Australia to see the Defender in all of its glory,” said Finney.
Driven by a passion and respect for the original, new Defender delivers transformational breadth of capability. Advanced all-terrain technologies redefine adventure for the 21st century, remaining true to the pioneering spirit that has been a Land Rover hallmark for 71 years.
Land Rover’s pioneering Terrain Response 2 technology moves the game on again with new Wade programme and world-first off-road Configurable Terrain Response allowing experts and novices to optimise traction no matter the conditions.
Credits
LAND ROVER AUSTRALIA
General Manager, Communications and Public Relations: Tim Krieger
Public Relations Manager: James Scrimshaw
Communications Manager: Rowena Vas
THE STORY LAB
Head of Content Partnerships: Leontine De Sutter
dentsu X
Client Lead: Sam Down
Client Manager: Kristina Endrikhovskaia
Investment Manager: James Hawkins
SPARK44
General Manager: Gavin Sommer
Creative Director: Steven May
Art Director: Madeleine Batkin-Walkerden
HAYSTAC
Senior Account Director: Kyra Washington
Senior Account Manager: Tom Lock
Account Executive: Erin Perkins
