Video: Magazine-Branded Show
Condé Nast Traveler and Land Rover Present "The Road Less Traveled"
In June 2014, Land Rover reached out to its media partners looking for a way to reaffirm the brand’s long-standing adventure roots with the luxury consumer, by highlighting its unique driving experiences across the country.
Condé Nast Traveler then pitched the production of a 12-episode original video series featuring filmmaker and humanitarian, Bryn Mooser. The series kicked off in Carmel, following Bryn as he met local trailblazers and navigated harsh terrain in three iconic destinations. All from behind the wheel of the ultimate adventure vehicle – a Land Rover, of course.
Condé Nast Traveler won the exclusive digital business from Land Rover and “The Road Less Traveled” series debuted on September 29 on the Land Rover website, as well as on Condé Nast Traveler, with a new episode airing each week.
The series 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. They also created a new 15 second teaser for each of the three destinations, 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 both Land Rover and Condé Nast Traveler’s social channels using the hashtag #LessTraveled.