Music and outdoor sports are the tentpoles of a lifestyle effort that will support the new 2020 Land Rover Defender, which is making its North American debut at the 2019 Los Angeles Auto Show.
Singer John Mayer will perform at the launch event November 19 in Los Angeles. His role with the brand will extend beyond the launch as he is set to appear at a series of national parks next spring for a content campaign that will coincide with the luxury SUV’s appearance in dealerships.
Land Rover’s marketing plans for Defender also include a music festival in the Coachella Valley in January. The 4xFar festival, January 18-19 at the Empire Grand Oasis compound in Coachella Valley, CA, will feature appearances by Anderson Paak, Mark Ronson, Q-Tip, Sofi Tukker and others.
Outdoor activities will be curated by Outside magazine. There will be bouldering, rock climbing, mountain biking, ax throwing and fly fishing. When festival-goers are ready to sit down and relax, they can attend an outdoor mixology demonstration.
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