Condé Nast Traveler: Condé Nast Traveler and Land Rover Present "The Road Less Traveled"
Land Rover was looking for a new campaign that re-affirmed its long-standing adventure roots with the luxury consumer by highlighting its unique driving experiences across the country. In response to this initiative, Condé Nast Traveler successfully pitched the production of a 12-episode original video series featuring filmmaker and humanitarian, Bryn Mooser. Kicking off in Carmel, the series followed Bryn as he met local trailblazers and navigated harsh terrain in three iconic destinations—Telluride, Moab and Asheville, from behind the wheel of a Land Rover. “The Road Less Traveled” series debuted on last year on LandRoverUSA.com/LessTraveled as well as on cntraveler.com/roadlesstraveled, with a new episode airing each week. It was produced in partnership with Mooser’s creative company at Ryot.org. The series had a rolling release, unveiling a new episode each week from September through December. It was promoted with a large digital investment on CNTraveler.com, featuring over 40 high-impact custom advertising executions, which were consistently updated to coincide with the debut of each destination’s episodes. A new 15-second teaser was created for each destination for inclusion in the video ad units and distributed via social media. The series was also documented in real-time with behind the scenes shots and footage released on Land Rover and Condé Nast Traveler’s social channels using the #LessTraveled. By mid-November, the campaign attracted more than 155,000 YouTube views of the first 8 videos and an additional 700,000 video views through video distribution partners. There were more than 635,000 views of the teaser videos on Facebook and Twitter. And to date, the campaign had delivered 17.3 million impressions with many units exceeding industry averages for engagement.