– World-renowned adventurer partners with pioneering Land Rover brand;
– Partnership announced ahead of first collaboration to launch the New Discovery Sport on 3 September 2014;
– Bear Grylls to support Land Rover activity at global level, including mentoring of young British Explorer.
24 August 2014 —— British adventurer Bear Grylls has been announced as a long-term global ambassador for Land Rover.
One of the world’s most recognised faces of survival and adventure, Bear embodies Land Rover’s ‘Above and Beyond’ spirit, having climbed Mount Everest and led ground-breaking expeditions from Antarctica to the Arctic.
He will support Land Rover’s activity at a global level and will play an integral part in the global launch of the New Discovery Sport, which will be revealed to the world on 3 September via www.landrover.com.
On his appointment, Bear Grylls said, “I’ve used Land Rover vehicles throughout my life, during my military career, on countless expeditions and then while filming, from deserts and jungles to the highest mountains. They always deliver a rugged reliability that you can always count on when the chips are down in hostile environments.
“Land Rover is all about adventure, and adventure has always been in my DNA. For the toughest challenges, a Land Rover is always my vehicle of choice, which is why I’m so proud to be associated with the brand.”
Bear’s TV show ‘Man Vs Wild’ and ‘Born Survivor’ became one of the most watched programmes on the planet with an estimated audience of 1.2 billion. He also hosts the hit adventure show ‘Running Wild’ on NBC in America, as well as ‘The Island with Bear Grylls’ for Channel 4 in the UK. His social media following is prolific with over 1.16 million Twitter followers and more than 4.8 million likes on Facebook.
Bear joins a roll call of Land Rover adventure ambassadors that have included explorers such as Sir Ranulph Fiennes and Ben Saunders.
As part of his ambassador role, Bear will mentor Land Rover’s Next Generation Explorer, 22-year-old Alex Woodford, during a high-adrenalin adventure later this year. In February, Alex triumphed in the snow-laden Discovery Adventure Challenge where she competed against four other young explorers in a series of testing challenges including a technically demanding slalom drive on the slopes, a test of strength and technique with a 180kg sled pull, and a fast and furious kayak race across Lake Geneva.
Mark Cameron, Brand Experience Director at Land Rover, explains, “There are not many people out there that live and breathe the Above and Beyond spirit more than Bear Grylls. He regularly tackles the biggest adventures on this planet, which is why he’s such a good fit with Land Rover. We look forward to working with him and taking our customers on the adventure of a lifetime with Bear.”
In one of his first projects with Land Rover, Bear appears in a short video that alludes to the ultimate adventure. The teaser film leads up to the reveal of the New Discovery Sport on 3 September.
About Land Rover
Since 1948 Land Rover has been manufacturing authentic 4x4s that represent true breadth of capability across the model range. Defender, Freelander, Discovery, Range Rover Sport, Range Rover and Range Rover Evoque each define the world’s 4×4 sectors. Land Rover products are currently sold in approximately 180 global markets.
About Bear Grylls
Bear Grylls has become known around the world as one of the most recognised faces of survival and outdoor adventure. His journey to this acclaim started in the UK, where his late father taught him to climb and sail. Trained from a young age in martial arts, Bear went on to spend three years as a soldier in the British Special Forces, serving with 21 SAS. It was here that he perfected many of the skills that his fans all over the world enjoy watching him pit against mother-nature.
He is currently the youngest ever Chief Scout to the UK Scout Association and is an honorary Colonel to the Royal Marines Commandos. He has authored 14 books including the number one Bestseller: Mud, Sweat & Tears.
[Source : Jaguar Land Rover]