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Land Rover: A Legend in its Marketing

According to Brandweek, Land Rover's new marketing strategy is to show the car as a "hero" by rushing cars to the sites of natural disasters:

When a natural disaster strikes, [Director Scott Duncan] and his crew go on location to capture footage. For example, when floods hit Levasy, Mo., last month, Duncan's crew swooped in like a SWAT team to film the LR3 in action. Turpin said the first spot, breaking next week, would show the LR3 using its hydraulic lift and sealed undercarriage to navigate flooded streets strewn with disabled cars. ...

To ensure that the brand isn't seen as exploiting disaster, Land Rover will offer the use of its vehicles to emergency personnel or, alternatively, make donations to relief organizations.

So Land Rover doesn't want to be seen as exploiting natural disasters and have concluded that throwing money around won't seem explotaitive at all.

Alas, this is the essence of corporate charity: the giving isn't to help, it is for the purpose of saying that you gave, like when Philip Morris well spent over $1,000,000 to brag that it donated $125,000 worth of macaroni and cheese. Remember, its the thought that counts - and that thought is "this will pay off in the end, right?"

(Via Consumerist)