Discovering unexplored China with Land Rover

Land Rover Discovery 4 crosses the "unexplored water", part of the "Unexplored Experiences" program. [Photo/China Daily]

British brand's expeditions give drivers 'once in a lifetime' experiences,reports Li Fangfang

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Life is an extraordinary journey to go above and beyond. For Land Rover loyal, a three-day desert jamboree in the astonishing, outlying Alashan Desert spanning from Inner Mongolia to Ningxia in early August is another enlightening experience en route to explore the unknown and discover inner strength.

The journey in early August included challenging driving across sand dunes, escaping urban lifestyles for Mother Nature's purity and ruthlessness, spending time with like-minded people under the stars, bonfires, camping, dancing and a live concert featuring Chinese rock star Zheng Jun and the famed Panthers band. The list of "once in a life time" moments that celebrate passion for life and freedom and that participants experienced could go on.

"It's one of the most challenging, grueling, and exhausting journeys that I've ever experienced," said Feng Huawei, a Land Rover car owner. "Yet it is the most enlightening, rewarding, out-of-expectation one. To me, it's a baptism for mind and soul."

"When you see the fleet put together, the Land Rover logo against the backdrop of the boundless desert, you just can't stop feeling the very pulse of the brand spirit and an unbreakable bond with it," said Feng.

The effect is exactly what Bob Grace, regional president of Jaguar Land Rover Greater China, wanted. The desert jamboree was designed to be an unforgettable expedition to experience the British marque's renowned all-terrain capability, to explore China's picturesque and challenging landscape and, most importantly, to kindle the unstoppable pursuit of adventure.

"Our events are meant to lead all participants to experience something they have never imagined, something unique, exclusive and that encapsulates the Land Rover brand spirit －to experience the unexplored, to embrace the toughness and fun of adventure, and to go 'Above and Beyond' with the backup of Land Rover, the finest all-terrain capability in the world," said Grace.

The captivating three-day journey, from Aug 7 to 9, attracted 500 Land Rover owners and media with a fully equipped fleet of 200 Land Rover vehicles. The event marked a milestone for Land Rover and it signaled the end of its "Never Stop Discovering, Unexplored Experiences" campaign.

Unexplored experiences

This year's "Unexplored Experiences" campaign was the first time that a full range of Land Rover nameplates joined the journey.

The year also saw a record number of participants in Land Rover's flagship "Never Stop Discovering" campaign.

"Unexplored Experiences" expeditions followed the brand's "most beautiful 24 hours in China" and "most beautiful frontline in China" experiences.

The expeditions began a new season for the "Never Stop Discovering" campaign in the British icon's largest market. The annual marketing gala started in China in 2012 to reach all out to Land Rover fans and partners to give them an opportunity to better understand the brand's pioneering and unstoppable spirit of "Above and Beyond".

This year's "Unexplored Experiences" covered one national and four regional routes in the southwest, east, northeast, and northwest of China. The unexplored routes included rainforest in Yunnan, the waters in coastal Zhejiang province, mountains in Inner Mongolia and desert in Inner Mongolia and Ningxia.

All the journeys lasted more than 70 days and brought unexplored experiences to almost 900 drivers. Each journey served as an inspiration, especially the national route, which covered almost all the elements of the four shorter sessions－mountains, water, rainforest and the spirit that pushed every member of the team to discover themselves.