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November 20, 2014
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UK: Imagination Pulls Off Land Rover Stunt at Paris Motor Show

Discovery Sport
Photo via www.meetpie.com

Imagination pulled off an attention-grabbing stunt on a giant scale in the middle of the River Seine to unveil Land Rover's latest model to the world's media at the Paris Motor Show.

The agency hosted its largest ever group of journalists - 223 journalists from 35 countries - for the launch event, which saw the new Discovery Sport revealed in true Brit style.

An 80m-long river barge was transformed into a British landscape, complete with giant Wellington boots, which served as a floating stage on the river in Paris. It featured an obstacle course to showcase the model's versatility - as well as a surprise appearance by British supermodel Rosie Huntington-Whiteley, who was in the city for Paris Fashion Week.  

The unveiling was the most visible event of its kind at the show, securing almost 35 per cent of all SUV coverage, including worldwide television coverage.

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About the Author: CAT Publications





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