Land Rover has taken over Euston Station in a pioneering marketing campaign for the all-new Range Rover Evoque.
It is the first time that an automotive manufacturer has completely taken over Euston Station which serves rail links to the midlands, the north and London's underground network. Range Rover Evoque imagery will envelop travellers on their way through the main hall, and along the escalators down to the underground platform.
In the main concourse, nine large screens have been designed to work in unison to display a two minute film showcasing the Range Rover Evoque. The screens, which surround the public space have been designed to 'wrap around' passengers in a totally new experience.
As passengers descend the escalators to the underground platform, Range Rover Evoques will appear to travel alongside demonstrating the marque's leading Terrain ResponseTM system, which allows the car to cross a wide range of terrains from tarmac to mud, snow and river beds. High over the escalators sits a 15 by 3.75 metre backlit billboard depicting a side profile view of the Evoque.
Laura Schwab, Land Rover Marketing Director said: "In the same way that Euston Station is a London landmark, so too is our latest product, the Range Rover Evoque – we wanted to make a bold visual impact at the largest mainline commuter station in London.
"Euston Station is the perfect setting for us to showcase some of the key design attributes including the exterior form and convey its class leading terrain ability. We expect 90% of Range Rover Evoque customers to be new to the brand, so Euston Station will allow us to show Range Rover Evoque to 175,000 commuters a day."
The smallest, lightest and most fuel efficient Range Rover ever produced, the Evoque is the latest addition to the Range Rover series of cross over vehicles featuring advanced technology. Available in four wheel drive and two wheel drive, in a choice of coupe (three door) and five door, diesel or petrol, there is an Range Rover Evoque for every taste, and for every occasion.
The Range Rover Evoque Euston Station takeover will run from Monday 14th to Sunday 27th November 2011.
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