We first started on this journey in 2006 in a direct approach to Land Rover in Germany enquiring about the possibility of staging the Land Rover Experience in Australia. The Northern Territory was considered at that time but a decision was made in favor of Malaysia. Tourism Australia continued to pursue Land Rover and in January 2014, Land Rover, with the knowledge of support of Tourism Australia and Tourism NT, took a decision to stage the event in the NT in October 2015.
Two survey trips to the NT were subsequently undertaken by Land Rover personnel from Germany. Filming during those visits aided in the production of Land Rover promotional videos.
The participation of 54 journalists from print, digital and electronic media covering lifestyle and natural environment as well as motoring has resulted in media coverage in Europe, China and India with an equivalent media value of more than €8.0m (AUD$13.3m) in reaching more than 100 million people. Two films made during the course of the event have been broadcast on German National commercial television networks, NTV and DMAX.
The return on a relatively modest investment over a two-year period can also be measured by the many affinity and cross-marketing activities undertaken that included customer loyalty programs, dealer communication, qualification camps, production and distribution of an All-Road self-drive adventure travel brochure by trade partner Boomerang Reisen plus a GEO Saison-branded supplement and a trade media promotion with Travel One, not to mention the agent training weekend event conducted at the LR test-driving venue and the public tour series legacy in the NT that followed the LRET. This was an outstandingly successful exercise!