Land Rover 'Goes Beyond' With New Adventure Website

Land Rover is to launch a new website dedicated to the spirit of adventure and featuring high profile Land Rover drivers such as Maria Sharapova, sailor Sir Robin Knox-Johnston, England Rugby International Lawrence Dallaglio and celebrity photographer Richard Young. Content rich and fully interactive, Go Beyond is about lifestyle, not cars, and is one of the most ambitious online projects ever created. Incorporating the world's first broadband TV channel to be launched by a car company, Go Beyond originally launched at the New York International Auto Show.

`Go Beyond is about going beyond personal boundaries and experiencing adventure in its many forms,' says Phil Popham, managing director of Land Rover. `It amplifies the core brand promise of Land Rover. It will also enhance our dealer environments, and work in tandem with our landrover.co.uk website to drive sales and further improve customer loyalty.'

Mr Popham continues, `The aim is to suit everybody's idea of going beyond. It is certainly not a motoring web site, although you can find out all about our Land Rover range of vehicles and many of the adventures will feature Land Rovers. For some, off-roading in Africa will be their idea of going beyond. For others, it may be as simple as trying a new wine or experimenting with new and exotic cuisine.'

The Go Beyond website and TV channel will focus on real people living lives much less ordinary and can be accessed on any computer with a broadband connection. It will also be displayed at Land Rover dealerships and major motor shows and will be ultimately available for download to mobile phones or hand-held consoles like the Sony PSP or iPod. A Go Beyond link on www.landrover.co.uk takes users to the new site.

Six unique channels of Go Beyond TV will cover all aspects of 21st century adventure from travel, to amazing Land Rover off-road journeys, food and wine, and people and places. The content will be premium, contemporary and adventurous - three of the cornerstones of the Land Rover brand.

Containing a blend of original content, material from the Discovery Channel, Land Rover's award-winning One Life customer magazine and sponsored partners including Born Free, Biosphere Expeditions and the Royal Geographical Society, Go Beyond is a distinctive, premium, glossy, magazine style community of people who live the Land Rover brand.

`The website will be inclusive and aspirational,' says Steve Hobbs, editor of Go Beyond. `It will tell real-life stories of people who go beyond every day. Adventure means different things to different people and we intend to cover a wide range of extraordinary activities. It could include anything from climbing Mount Everest to simply taking the scenic route home from work. Preferably off road.

`We aim to build a community of people who live the Go Beyond life, and communicate with each other through our website. Of course, they can just read about it on our website or watch it on our TV channel but we hope that most will actively participate.'

Go Beyond TV launches in New York with four hours material running on a rolling schedule, with four hours of new content added every month. In addition, there will be live telecasts (from, for example, motor shows) and updates from special events. This includes the Land Rover G4 Challenge.