Land Rover will run a music festival in order to promote its Defender SUV. The festival is titled 4XFar and it will also have a culinary and adventure component. 4XFar will run from January 18-19th in the Coachella Valley at the Empire Grand Oasis. Some of the notable performers include the Free Nationals, Mark Ronson, and Sofi Tukker.
Land Rover will build on off-road courses for its Defender SUV at the Festival. Additionally, the new SUV will be available to consumers in the spring, starting at $49,900.
The adventure component of the festival includes rock climbing, yoga, mountain biking and more. Land Rover will also have some of its partners attend like Laird Hamilton, the famous surfer.
Overall the festival indicates Land Rover is investing in experiential marketing.
Image Credit: Land Rover
Key Themes Behind This Trend
- Experiential Marketing
- Land Rover's 4XFar festival signals investment in providing unique brand experiences.
- Automotive Entertainment
- The trend of combining cars and music festivals offers opportunities for other automakers to promote their vehicles in a unique way.
- Adventure Tourism
- Land Rover's inclusion of rock climbing, yoga, and mountain biking activities suggests that adventure tourism could be a new avenue for companies to attract customers.
Where This Applies
- Automotive
- As demonstrated by Land Rover, automakers have the opportunity to combine cars and entertainment to promote their vehicles in new and creative ways.
- Music
- As automotive music festivals become more popular, there is potential for the music industry to collaborate with car companies to create unique experiences for fans.
- Tourism
- The adventure component of Land Rover's festival represents an opportunity for companies in the tourism industry to attract new customers by offering unique experiences outside of traditional sightseeing tours.
