Event Marketer Summer 2023 - 64

BEST OUTDOOR ACTIVATION
EX AWARD WINNER
CAMPAIGN: Destination Defender
CLIENT: Land Rover
PARTNER: KRo Events
The Land Rover Defender SUV has a rich
history in the auto industry, having first
served as military and agricultural vehicles as
early as the 1940s. After much time off the
market in the U.S., Land Rover relaunched the
Defender in 2020 as an all-new brand, with the
goal of converting enthusiasts of the vintage
community to a new, modern era of off-road
SUVs.
Honoring the Defender's past while
celebrating its new features, Land Rover
developed the Destination Defender event
to transform owners into advocates and
enthusiasts, and create a community of likeminded
adventure seekers who appreciate
the finer things in life but also crave outdoor
exploration. The two-day festival experience
took place at a large farm in Saugerties, NY.
The main objective wasn't to sell vehicles but
to honor the Defender motto of " embracing
the impossible " by creating a memorable
weekend.
First, attendees could navigate their SUVs
through a challenging off-road course with
the option of assistance from an experienced
drive instructor. The Defender Lodge was a
cozy space with a bar and stage with live music
throughout the day and into the evening.
A series of " Tent Talks " were curated to the
interests of the Defender family, with topics
such as rally car racing or nature photography
skills. A Defender collector's trove of 30-plus
historical vehicles was on display. Kids were
also included in specialty activities, including
a kiddie drive course using mini vintage
Defenders, an off-road mountain bike track
and a rock-climbing wall.
A highlight event was the Defender
Service Awards Celebration, where Land Rover
North America recognized U.S. and Canadian
organizations that make a difference in their
communities. Presenting sponsor Chase
donated $5,000 to each of the five finalists,
and the five winning category organizations
each received a new, custom-wrapped
Defender 130, along with $25,000 from the
category sponsor.
Land Rover considered Destination
Defender a major success and plans to continue
activating with this outdoor experiential model
going forward. Over the course of the weekend,
more than 1,000 attendees turned out to enjoy
the event. Participants completed 400 drive
experiences on the off-road course.
64
EVENT MARKETER SUMMER 2023
eventmarketer.com

http://www.eventmarketer.com

Event Marketer Summer 2023

Table of Contents for the Digital Edition of Event Marketer Summer 2023

Event Marketer Summer 2023 - 1
Event Marketer Summer 2023 - 2
Event Marketer Summer 2023 - 3
Event Marketer Summer 2023 - 4
Event Marketer Summer 2023 - 5
Event Marketer Summer 2023 - 6
Event Marketer Summer 2023 - 7
Event Marketer Summer 2023 - 8
Event Marketer Summer 2023 - 9
Event Marketer Summer 2023 - 10
Event Marketer Summer 2023 - 11
Event Marketer Summer 2023 - 12
Event Marketer Summer 2023 - 13
Event Marketer Summer 2023 - 14
Event Marketer Summer 2023 - 15
Event Marketer Summer 2023 - 16
Event Marketer Summer 2023 - 17
Event Marketer Summer 2023 - 18
Event Marketer Summer 2023 - 19
Event Marketer Summer 2023 - 20
Event Marketer Summer 2023 - 21
Event Marketer Summer 2023 - 22
Event Marketer Summer 2023 - 23
Event Marketer Summer 2023 - 24
Event Marketer Summer 2023 - 25
Event Marketer Summer 2023 - 26
Event Marketer Summer 2023 - 27
Event Marketer Summer 2023 - 28
Event Marketer Summer 2023 - 29
Event Marketer Summer 2023 - 30
Event Marketer Summer 2023 - 31
Event Marketer Summer 2023 - 32
Event Marketer Summer 2023 - 33
Event Marketer Summer 2023 - 34
Event Marketer Summer 2023 - 35
Event Marketer Summer 2023 - 36
Event Marketer Summer 2023 - 37
Event Marketer Summer 2023 - 38
Event Marketer Summer 2023 - 39
Event Marketer Summer 2023 - 40
Event Marketer Summer 2023 - 41
Event Marketer Summer 2023 - 42
Event Marketer Summer 2023 - 43
Event Marketer Summer 2023 - 44
Event Marketer Summer 2023 - 45
Event Marketer Summer 2023 - 46
Event Marketer Summer 2023 - 47
Event Marketer Summer 2023 - 48
Event Marketer Summer 2023 - 49
Event Marketer Summer 2023 - 50
Event Marketer Summer 2023 - 51
Event Marketer Summer 2023 - 52
Event Marketer Summer 2023 - 53
Event Marketer Summer 2023 - 54
Event Marketer Summer 2023 - 55
Event Marketer Summer 2023 - 56
Event Marketer Summer 2023 - 57
Event Marketer Summer 2023 - 58
Event Marketer Summer 2023 - 59
Event Marketer Summer 2023 - 60
Event Marketer Summer 2023 - 61
Event Marketer Summer 2023 - 62
Event Marketer Summer 2023 - 63
Event Marketer Summer 2023 - 64
Event Marketer Summer 2023 - 65
Event Marketer Summer 2023 - 66
Event Marketer Summer 2023 - 67
Event Marketer Summer 2023 - 68
Event Marketer Summer 2023 - 69
Event Marketer Summer 2023 - 70
Event Marketer Summer 2023 - 71
Event Marketer Summer 2023 - 72
Event Marketer Summer 2023 - 73
Event Marketer Summer 2023 - 74
Event Marketer Summer 2023 - 75
Event Marketer Summer 2023 - 76
Event Marketer Summer 2023 - 77
Event Marketer Summer 2023 - 78
Event Marketer Summer 2023 - 79
Event Marketer Summer 2023 - 80
Event Marketer Summer 2023 - 81
Event Marketer Summer 2023 - 82
Event Marketer Summer 2023 - 83
Event Marketer Summer 2023 - 84
Event Marketer Summer 2023 - 85
Event Marketer Summer 2023 - 86
Event Marketer Summer 2023 - 87
Event Marketer Summer 2023 - 88
Event Marketer Summer 2023 - 89
Event Marketer Summer 2023 - 90
Event Marketer Summer 2023 - 91
Event Marketer Summer 2023 - 92
Event Marketer Summer 2023 - 93
Event Marketer Summer 2023 - 94
Event Marketer Summer 2023 - 95
Event Marketer Summer 2023 - 96
Event Marketer Summer 2023 - 97
Event Marketer Summer 2023 - 98
Event Marketer Summer 2023 - 99
Event Marketer Summer 2023 - 100
Event Marketer Summer 2023 - 101
Event Marketer Summer 2023 - 102
Event Marketer Summer 2023 - 103
Event Marketer Summer 2023 - 104
Event Marketer Summer 2023 - 105
Event Marketer Summer 2023 - 106
Event Marketer Summer 2023 - 107
Event Marketer Summer 2023 - 108
Event Marketer Summer 2023 - 109
Event Marketer Summer 2023 - 110
Event Marketer Summer 2023 - 111
Event Marketer Summer 2023 - 112
Event Marketer Summer 2023 - 113
Event Marketer Summer 2023 - 114
Event Marketer Summer 2023 - 115
Event Marketer Summer 2023 - 116
Event Marketer Summer 2023 - 117
Event Marketer Summer 2023 - 118
Event Marketer Summer 2023 - 119
Event Marketer Summer 2023 - 120
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
https://www.nxtbookmedia.com