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Original Coproductions and Long-Form Programming
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THE SOLUTIONCAMPAIGN CREATIVECAMPAIGN RESULTS
PARTNERSHIP GOALS
Showcase Land Rover’s unique capabilities through original custom content with an overlanding focus — directly positioned for an organic audience.
Create an endemic environment for Land Rover to highlight its commitment to innovation while honoring the brand's legacy.

THE SOLUTION

The HISTORY Channel leveraged its "All You Need to Know" (AYNTK) franchise to create a custom, long-form episode with and for Land Rover. All You Need to Know: Overlanding is a deep dive into the activity of overlanding — self-reliant overland travel to remote destinations where the journey is the principal goal. Viewers ride shotgun as host Christian Murphy, Scott Brady of Overland Journal and driving expert Sean Gorman embark on an overland adventure through America's West in brand-new Land Rover Defenders. Jam-packed with the history of Land Rover and the destinations on this adventure from Prescott, Arizona, to the Grand Canyon, All You Need to Know: Overlanding showcases the vehicle's best-in-class features and the camaraderie an "out of your comfort zone" experience creates. From off-roading to rock climbing, the Defender is the hero of our story.

ONE-HOUR ALL YOU NEED TO KNOW: OVERLANDING CUSTOM SPECIAL

LINEAR TUNE-IN DRIVERS TO THE SPECIAL

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CUSTOM LANDING PAGE ON HISTORY.COM

ROBUST SOCIAL CAMPAIGN WITH TUNE-IN MESSAGING

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EXTENDED TRAILER AIRED IN BARRETT-JACKSON LIVE

3:00 extended trailer

CUSTOM SHORT FORM SERIES

9 x 1:00 short form videos

CAMPAIGN CREATIVE

:60 Backcountry Driving Short Form

:60 Sand Driving Short Form

:60 Tread Lightly Short Form

:60 Vehicle Tech Short Form

CAMPAIGN RESULTS

93%

of viewers agreed overlanding is a unique way to experience the outdoors.

91%

of viewers said the Land Rover Defender is an ideal vehicle for an overlanding adventure.

81%

of viewers said they were more interested in Land Rover knowing they have a relationship with The HISTORY Channel.

Surpassed social media impression goals by double digits

+12%

Source: HISTORY Makers Panel Study. 5/3/21-5/17/21